MEMPHIS BUSINESS JOURNAL | Michelle Corbet
Three Memphis-based ad agencies were recently recognized nationally for their work, with two of the projects tapping into authentic Memphis.
DCA, a creative communications consulting firm, won a Silver ADDY from the American Advertising Federation (AAF) for its work on an integrated marketing campaign for Downtown's Loflin Yard. Red Deluxe, a Memphis-based brand development and advertising agency, also took home a Silver ADDY for a photo illustration that features one of the most famous alleys in Downtown — especially if you're a barbecue fan.
The awards were given out as part of ADMERICA, AAF’s national conference, at the Roosevelt Hotel in New Orleans, Saturday, June 10.
In April 2016, DCA created the brand for Downtown's Loflin Yard, a mix of underutilized assets, including a 6,000 square-foot barn, a former safe and lock shop and undeveloped green space alongside the Gayoso Bayou.
The firm was inspired by the character of Buddy Loflin’s original key and lock shop in south Downtown and by the history of the carriage house that was originally used as a stable for Downtown carriage horses.
"Honestly, the best job you can do is not mess with something that’s already there," said Doug Carpenter, principal of DCA. "We acknowledged the past, while giving it a comprehensive look to create a sense of place, while being authentic the whole way through."
Loflin Yard was recognized as the best small conversation/renovation project in the Memphis Business Journal's 2017 Building Memphis awards.
As an integrated campaign, DCA designed and managed all aspects of the brand launch, including on-site graphics, logos, website presence and Loflin's "adaptability and consistency" on social media, Carpenter said.
"The things that stood out for me and for us as an agency, we were honored that it was an integrated campaign," Carpenter said. "We pride ourselves on thinking comprehensively about what we do for our clients. Being honored on a national level for work we did for a non-national client was unique."
Red Deluxe's winning photo illustration, created by creative director Ben Couvillion, was part of a series of oversized Memphis Grizzles players in familiar Bluff City alleys; the photo illustrations were made to market the team's 2016/2017 season.
While it's always great to be recognized, Red Deluxe principal Martin Wilford said, the agency is probably more proud of what the Grizzlies have done to bring the national spotlight to Memphis.
"As most Memphians know, we’ve long associated our team with a certain grit and grind work ethic and style of play. It has been great to see national sports commentators pick up on and acknowledge this," Wilford said. "This year's campaign launched the theme 'Grind City.' We wanted to highlight that the spirit of the team and the city were the same. Some of this alley imagery really helped us convey that."
Memphis-based Archer Malmo also won a Silver ADDY for an illustration for a baby shower invitation.
The American Advertising Awards are considered the industry's largest competition, attracting more than 40,000 entries annually.