Hanon McKendry Tops ADDYs

February 27, 2006
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GRAND RAPIDS — For the third year in a row, West Michigan's largest advertising firm ruled the local industry's signature event, as Hanon McKendry walked away with 18 ADDY Awards.

The Ad Club of West Michigan's 2006 ADDY Awards, "Freaks-N-Geeks," was held at DeVos Place last Thursday night. Other top winners included Grand Rapids' Grey Matter Group (13), Holland's Fairly Painless Advertising (11), and Kalamazoo's Biggs-Gilmore Advertising (8).

Grey Matter's six Gold ADDYs were more than any other firm, and twice the number received by Hanon McKendry.

Along with Hanon McKendry, Fairly Painless and Biggs-Gilmore have held a spot among the top five medal winners each of the last three years. Noticeably absent was Jager Group, which tied Hanon McKendry with 15 medals a year ago, and had held a spot in the top five for several years running.

Clayton Boothe's Boothe Creative Services, of Grand Rapids, also secured a place in the top five with one Gold medal and five Silver medals.

A total of 126 ADDY Awards were presented — 22 Gold and 104 Silver.

Winners of Best of Show Awards included:

Best of Show, Overall: Biggs-Gillmore for Kellogg Co., "Crazy Good '05"

Judges said: "You'd naturally expect to find these things in a campaign of television and radio spots. But in a Web site and a series of postcards? The cards alone were brilliant, with a wit and style that managed to be charming enough for the children yet subversive enough for the rest of us."

Best of Show, Print: Grey Matter Group for the Acton Institute, "Acton Institute Campaign"

Judges said: "So much of the advertising we see these days is trying so hard not to be advertising; it's a pure pleasure to encounter a campaign that so perfectly employs all the classic 'executional' techniques. … These ads were spot on in every aspect — concept, execution, and production — and were an obvious and unanimous choice for Best in Show."

Best of Show, Broadcast: Hanon McKendry for National Heritage Academies, "My School"

Judges said: "It's easy to see the obstacles people in this market have to deal with: small accounts, small budgets, and so on. That's why this spot was so refreshing. There's a true creative concept at work here: A concept that's bigger than budget."

Best of Show, Interactive: Fusionary Media Inc. for Maple Island Log Homes, "Maple Island Log Homes Web site"

Judges said: "The site's attention to detail — in both design and production — and depth of relevant content are remarkable — especially for a construction site. Eloquent design elements and textures, an earth-tone color palette, and absolutely beautiful photography all create a level of sophistication and wonderful sense of texture as the use navigates the site."

Student Best of Show winners included Sakele Wallace, of Kendall College of Art and Design, for Michigan Teachers Corps, "Opportunities for Change"; and Dan Tobolic, Grand Valley State University, for Metro, "New Pornographers Concert Poster."    

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