The Mid Missouri Advertising Federation presented the local Addy Awards on Feb. 5 at the Underground Cafe.

The winners earned a chance to compete in regional and national competitions presented by the American Advertising Federation. The mid-Missouri group of advertising professionals was started in 1994 to create an opportunity for education, networking and advocacy for creators, buyers and sellers of advertising, design, public relations, printing and media.

Best of Television

Entry Title: Alice
Entry Advertiser/Client: Maude Vintage
Company/Organization: Pure
Credit: Kim Sherman, director; Sabrina Braden, production designer
Alice also won the Gold Addy for cinematography.
Sabrina Braden, Maude Vintage’s owner and chief designer, wanted a commercial that would pair her avant-garde approach to fashion with recognizable costuming. Using inspiration from Alice In Wonderland, Pure’s Kim Sherman created a music video-like spot in which the heroic “Alice,” accompanied by storybook friends, was placed among native Missouri plant life. The story was adapted to free Alice and empowered her to enjoy Wonderland and fully embrace a more inviting Queen of Hearts and White Rabbit.
A great deal of work went into creating Wonderland. Braden designed and built costuming, aided by designer Lanie Overton. Pure used an 8-mm overlay, color correction and visual effects to achieve the vintage feel. Even gigantic dandelions were incorporated into the Higby, Mo., Wonderland.

Best of Interactive

Entry Title: Independent Stave Company Corporate Web site
Entry Advertiser/Client: Independent Stave Company Inc.
Company/Organization: Woodruff Sweitzer
Credit: Brian McGeorge, senior graphic designer; Greg Beers, senior copywriter; Steve Sweitzer, chief creative officer; Kristal Kelly, senior account executive
The assignment was to brand and build a corporate Web site, rich in media, that connected multiple sub-brands and products. Who knew that Independent Stave Company is the world’s largest manufacturer of white oak bourbon and wine barrels, was founded in 1912 and is based in Lebanon, Mo. You do now.

Judge’s Choice

Entry Title: Roots N’ Blues N’ BBQ Festival T-Shirt
Entry Advertiser/Client: Thumper Entertainment
Category/Division: Direct Marketing
Company/Organization: Woodruff Sweitzer
Credit: Brian McGeorge, senior graphic designer; Steve Sweitzer, chief creative officer; Nicole Thieret, project manager
The design is a mandala that represents the essence of the incredible emotional energy generated by the Roots N Blues N BBQ Festival artists and fans. In the simplest terms, the shirt has to look good and feel good. “Namaste.”

Best of Print and Best of Show (2 different awards)

Entry Title: Bayer Cylence/Tempo Rooster Poster
Entry Advertiser/Client: Bayer Animal Health
Credit: Tats Higashi, associate creative director; Greg Beers, senior copywriter; Steve Sweitzer, chief creative officer; Amanda Henderson, account executive
The goal of the advertising was to breathe life into a 25-year-old product that has to compete with newer, though less efficacious, competitors. Woodruff Sweitzer wasn’t sure whether the client representatives would find placing the dreaded darkling beetle on the end of a chicken’s beak both strategic and funny. But they did.

Judge’s Choice

Entry Title: Bleu Restaurant & Wine Bar
Entry Advertiser/Client: Bleu Restaurant & Wine Bar
Category/Division: Television
Company/Organization: Pure
Credit: Eric Mousel, director; Eric Mousel, visual effects supervisor; David Anderson, director of photography
Blue also won the Gold Addy in the Special Effects, Video or Film category.
Travis Tucker and Tina Patel came to Pure to discuss marketing strategies for their new restaurant, Bleu. Following print and Web advertising, Tucker, Patel and Pure determined a 30-second television ad would complete the restaurant’s media kit. Wanting to highlight the restaurant’s ambience, the group agreed upon a creative concept in which black and blue graphical elements would contrast against the interior’s gold and silver hues. Pure’s Eric Mousel led the graphical execution and designed the elements’ interactions with the real environments of the shot structure. The goal was to create a spot as fresh and tantalizing as Bleu’s menu.

Judge’s Choice

Entry Title: Pure Web site
Entry Advertiser/Client: Pure
Category/Division: Advertising Industry Self-Promotion
Company/Organization: Pure
Credit: Frank Corridori, art director and designer; Aaron Merriman, developer; Mark Swanson, creative director; Brent Beshore, creative director
As a distiller of brands, Pure designed a Web site that plays with the “distilled elixir” element present in the logo design and built an artistic scene out of a concept rather than creating an expected brochure-style site. Each creature, swirl and drop was crafted carefully and supports Pure as a brand while optimizing the site for user navigation. Associate Creative Director Frank Corridori wanted the site to convey many of Pure’s specialized talents and its unconventional approach to the advertising industry.

Best of Radio

Entry Title: Field of Screams
Entry Advertiser/Client: Steve’s Pest Control
Company/Organization: Zimmer Radio Group
Credit: Jeff Augustine, writer/producer/talent; Brian Hanson, talent
Voice #1 (dramatic, stage whisper)
“If you don’t treat it, pests will come
Voice #2 (deep, resonant)
Pests will come, Ray
Voice #3 (with background music)
They’ll come to your house for reasons they can’t even fathom.
They’ll turn up in your kitchen, your basement, your bedroom, not knowing for sure why they’re doing it. And they’ll watch your face, and it will be as if they dipped themselves in magic waters. The one constant through all the years, Ray, has been pests. Ohhhh, the pests will come, Ray. The pests will most definitely come…unless you call… (with company jingle)
Steve’s Pest Control!