With over 60,000 entries annually, the ADDY Awards are the world's largest and arguably toughest advertising competition. The mission of the ADDY Awards is to represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, creative by all sizes and entrants of all levels from anywhere in the world. The American Advertising Federation, a not-for-profit industry association, conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. It is the only creative awards program administered by the advertising industry for the industry. Hub's project for Nike 6.0, their action sports group, was in the non-traditional category. It was for the Nike 6.0 sponsorship of the AST Dew Tour (Mountain Dew's Actions Sports Tour). It was called the "Holy Crap!" project because the assignment was to get that reaction out of people enough that they would whip out their camera phone and send photos of it to their friends. The final piece was a super oversized vehicle that had components built onto it for every action sport and the recreation that goes with it including a skate ramp, wakeboard tower, surf racks, skate board rails, BMX racks, BBQ, sleep-in camper shell, built-in CD player, radio and remote control iPod player all encased in a waterproof box, custom fabricated hand brake with the Nike 6.0 URL engraved on the top, flood lights and a custom Nike 6.0 branded paint job. For Slingbox, Hub won with a TV spot titled "Cops." The spot opens with a man getting pulled over by the police. Over the loudspeaker, the officers ask the driver to step out of the car. It's then revealed that the officers are watching a basketball game on the computer mounted in their car. Things get ridiculous when they inadvertently call out reactions to the game over the loudspeaker that appear to be directions to the driver.
We've developed a highly effective approach to building brands when dollars need to be stretched and we normally keep it a secret. But we like you. So we'll tell you about it.
Just this once.
Hub Strategy & Communication
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