DCA, a Memphis-based creative communications consulting firm, has won a national ADDY award from the American Advertising Federation (AAF) for its work on Loflin Yard’s integrated marketing campaign.
The American Advertising Awards is the advertising industry's largest and most representative competition, attracting more than 40,000 entries every year. The competition’s mission is to recognize and reward the creative spirit of excellence in the art of advertising.
In April 2016, DCA created the brand identity of Loflin Yard, a one-acre assortment of overlooked features, including a 6,000 square-foot barn, a nearby safe and lock space, and an undeveloped green space cut through by the Gayoso Bayou. DCA supported all aspects of the indoor/outdoor dining and entertainment offering’s launch, including branding, environmental, signage, public relations and social media efforts.
Following the opening, Loflin Yard quickly established itself as a staple in downtown Memphis, winning Best New Restaurant from the Memphis Flyer, Best Renovation/Conversion award from the Memphis Business Journal’s Building Memphis Awards, and multiple Memphis Most awards from the Commercial Appeal, including Best Patio.
“We’re rewarded week after week when we see people enjoying all that Loflin Yard has to offer,” said Doug Carpenter, principal of DCA. “Being recognized on a national stage by some of the best creatives from across the country is indeed a high honor, and we’re grateful for the opportunity to represent Memphis at this level.”
AAF utilizes a three-tiered judging process that begins at the level of the AAF’s 200 grassroots clubs. Local winners progress to regional, then national rounds of judging. At each level, entries are judged and weeded out by an experienced panel on the merits of their multi-dimensional creativity. Agencies that make it to the national stage accept their awards at the culmination of the season during the American Advertising Awards Gala.
The award show and gala dinner were held on June 10th as a part of ADMERICA, AAF’s national conference, at the Roosevelt Hotel in New Orleans.