American Advertising Awards

Brand Identity, Campaigns, Film & Motion Graphics

The American Advertising Awards (ADDYs) is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club competitions.

Based on previous award show success, Dallas AAF reached out looking for a memorable theme for the 2017 ADDYs that would resonate with the been-there, seen-that, overly cynical advertising community. As it turns out, the only way to do that was to play it 100% truth/no BS. Ladies and gentlemen, presenting: The World Ego Building Championships.

To build on the theme, the event was supported with a series of promotional videos featuring “ego trainer” Mickey Goldman coaching up aspiring ad industry egomaniacs in his inimitable, direct style.

A bodybuilder was hired to debut the theme at the kickoff party wearing nothing more than a World Ego Building Championship-branded Speedo.

Additionally, with a custom website, print ads, posters, event decorations, custom award medals and a one-of-a-kind championship belt, this theme was pumped up to its fully ’roided potential.