Last year, we changed the Addys with a new venue and format. How’d we top that this year? Rock & Roll.
We launched our “Battle of the B®ands” concept and invited agencies to submit their work to compete on the big stage where the winners advance and the losers stay home.
Gig posters announced this year’s competition, submissions were collected, the historic Ridglea Theater was booked and the rest was advertising rock & roll history. Fans received pre-show invites packed with tickets & stickers and event lanyards were given at the door. Trust Printshop printed merch on-site and The Swags played us through the night, backed by technicolor elephants and eyeballs.
The brands battled, awards were given and everyone left with a CD-sized reminder of what actually happened. For those who couldn’t make it or for those who want to re-live it, here’s the night’s house playlist. Until next year, keep on rockin’ in the free world.
Chippewa Boots is an American legacy that dates back to 1901 and has been worn for generations by hardworking, passionate men and women who helped build and shape this country. Today, Chippewa Loyalists remain steadfast ambassadors for the brand, but a new breed of Chippewa customer – the young urban – is emerging and embracing the lifestyle that Chippewa represents. In 2016 Chippewa, a division of Justin Boots, a Berkshire Hathaway Co., sought Schaefer Advertising to create an elevated brand platform that would continue to reflect the legacy, quality and craftsmanship of their boots, but also bridge the brand’s appeal to this new target audience.
The new brand creative features sweeping imagery that captures the Chippewa lifestyle in its Americana roots. The platform features a custom trade show exhibit that launched at America’s largest outdoor trade show, Outdoor Retailer, along with new catalogs, look books, advertising, web and social elements. Outdoor Retailer was so impressed with the new platform, Chippewa was upgraded to a premier location within the “America” section of the show. Sit back and relax while you take in the new Chippewa.
What happens when a billion dollar, Berkshire Hathaway company, a global market leader in the distribution of innovative, technologically advanced semiconductors and electronic component parts, approaches you to create a brand persona? At Schaefer we think big. In 2015 we introduced Grant Imahara, celebrity engineer, robotics expert and Mouser customer for 20 years as the company’s spokesperson. We blended Grant’s appeal to the Mouser audiences with true stories from real-world engineers who are responsible for some of the world’s most cutting edge initiatives. Ultimately, creating the “Empowering Innovation” campaign. Cast across digital, social, event and traditional platforms “Empowering Innovation” reached millions and continues to engage and inspire engineers across the world in 2016.
It’s been 4 years since Moncrief Cancer Institute, part of UT Southwestern’s world-renowned NCI designated cancer program, last presented an annual report, and since then there has been tremendous growth in outreach activities and services provided. Consequently, Moncrief came to Schaefer looking for a way to update the community on news, growth, and upcoming plans in a way that was engaging and went beyond the standard annual report.
Instead of simply presenting the information in a passive way, we wanted to ask something of the reader while at the same time introducing Moncrief’s brand essence and subsequently creating an umbrella under which future materials could be produced.
The central theme of the report acknowledged that no one is for cancer; therefore everyone’s against it. Or in other words, everyone is fighting cancer. Not just those directly affected by the pervasive disease, but each of us in our own way is in the fight. That’s a concept that not everyone grasps. So we took the opportunity to position Moncrief as a leader in the fight against cancer.
Moncrief has taken on the role of informing and empowering the entire community to rally around the fight against cancer. With this idea in mind, the report specifically dove into how Moncrief is helping reduce the threat of cancer in our community through education and putting the right resources in the right places to make superlative cancer care and treatment available to those in need. And coming full circle, through the Moncrief Cancer Institute programs we are providing a platform for the community to engage in the fight, whether for themselves or for others.
On the heels of back-to-back Best of Show Awards, the Schaefer Team was honored with 29 awards, including 11 Golds and two Special Judges Awards at the local 2016 American Advertising Awards – proving that great creative and great results for clients is not mutually exclusive. The winning work demonstrates a broad range of creative depth across a wide range of clients including: Fort Worth Zoo, Mouser Electronics, City of Hurst, TTI Electronics, Botanical Research Institute of Texas, Fort Worth Creative Cooperative, TCU Athletics, Cassco Development Company. Additionally, Schaefer was recognized for several self-promotion pieces as well as work done for the 2015 American Advertising Awards. UPDATE: Regional results are in! Schaefer won big taking home 2 Gold, 2 Silver and 2 Bronze. Now on to Nationals, our fingers are crossed for another win. (Remember our National win for Zoo Ball last year?)
Gold ADDY Award &
Regional Gold ADDY Award
Project: Zoo Ball Client: Fort Worth Zoo
A pop-up invitation for the Fort Worth Zoo’s annual gala event, Zoo Ball, to raise money in support of the zoo’s ongoing mission of conservation. View Work
Gold ADDY Award &
Regional Silver ADDY Award
Project: Zoo Preschool Client: Fort Worth Zoo
An illustrated campaign and series of animal flash cards for the preschool program at the Fort Worth Zoo. View Work
Gold ADDY Award &
Regional Bronze ADDY Award
Project: The Good Stuff Client: Hurst Conference Center
A direct mail campaign and invitation to the Hurst Conference Center’s tasting event for local planners. View Work
Gold ADDY Award
Project: Empowering Innovation Campaign Client: Mouser Electronics
A campaign for Mouser Electronics centered around engineering and ingenuity through a partnership with spokesman Grant Imahara. View Work
Gold ADDY Award
Project: Arts Goggle 2015 Client: Schaefer Advertising Co.
Created a 10ft x 40ft chalkboard and encouraged community participation for the annual Arts Goggle event on Magnolia. View Work
Special Judges’ Award: Design
Zoo Preschool
Gold ADDY Award
Project: Amendment 28 Campaign Client: AAF Fort Worth
A campaign centered around the passage of Amendment 28, which outlawed advertising and promote entries to the local ADDY Awards. View Work
Gold ADDY Award
Project: Submission Protocol Video Campaign Client: AAF Fort Worth
Video campaign showing proper protocol for the disposal of advertising and entry into the local ADDY Awards. View Work
Gold ADDY Award
Project: Amendment 28 Logo Client: AAF Fort Worth
Logo for the Department of Justice Anti Persuasion Division, the agency responsible for the enforcement of Amendment 28. View Work
Gold ADDY Award &
Regional Bronze ADDY Award
Project: Winners Book Client: AAF Fort Worth
Newspaper style book announcing the repeal of Amendment 28 and showcasing the 2015 Fort Worth ADDY winners. View Work
Gold ADDY Award
Project: Official Advertising Collection Receptacle Client: AAF Fort Worth
Government packaging for the collection of illegal advertising and ADDY entries. View Work
Gold ADDY Award
Project: Amendment 28 Poster Client: AAF Fort Worth
Large format poster to announce the outlawing of advertising with the passage of Amendment 28. View Work
It only seems natural that when tasked with solving the summer heat, the Fort Worth Zoo would look to their animal’s strategy: The watering hole.
One of the coolest mysteries of the year, was the 14,000-square-foot, zero-depth splash called Safari Splash. We created member invites, an email campaign and an identity system to introduce this all-new attraction. The new addition featured climbing structures, 3 slides, 26 water play features, a dump tower and water cannons to cool off at the Zoo no matter what the temperature.
While we waited on the site production to finish, one of our kids might have spilled the beans to their pre-K class that they were spending their summer at the Zoo’s water park. Don’t they say that’s the best form of advertising?
Throughout the Fort Worth community, the Botanical Research Institute of Texas (BRIT) is known to most as the beautiful building next to the Botanic Gardens. Beyond the visual attraction of the building, they have a rich history in our community and a tremendous reputation in their industry.
BRIT views the world and their interactions with the planet through the lens of the BRIT Nexus. This perspective prioritizes water, plants, soil, food and energy and focuses on the interactions between those five elements. This focus informs everything the organization does.
Schaefer was asked to inform members of this unique process while showing how it impacted all of their efforts. This challenge led us to create the BRIT Annual Report as two books in one. The “top” book featured the BRIT Nexus and used infographics to communicate specific topical information about each of the primary elements of the Nexus. The bottom book looked back at the year and explored a diverse range of projects and initiatives that they were involved in throughout 2014.
“The BRIT nexus informs everything we do.” Pat Harrison, BRIT Interim Executive Director
The report features a modern aesthetic, with a bright and energetic tone that distances itself from a ‘granola’ stereotype. BRIT has successfully laid down strong roots in our community and continue to look beyond to big issues facing our world today. We are grateful to work with them and help them bring their knowledge to the world.
The Riff Ram cheer has been a part of Horned Frog history for over 100 years, but it had become little more than an occasional homage to the school’s legacy. In 2014, TCU asked Schaefer to devise a way to reintroduce the Riff Ram cheer as part of the game day experience – and the Riff Ram video was born! The 2015 video shows fans and players alike, uniting for the game all saying the words of this chant. They play the video at every TCU football home game and each one ends with a different TCU celebrity saying, ”Give ‘em hell, TCU!” Since bringing it into the game experience last year, the chant has taken on new life and continues to gain momentum.
This year, we showed how the spirit of the chant has taken the Fort Worth community by storm. It is a unifying thread among Frog Fans, and it has deepened the pride we all have in Fort Worth’s university. TCU is further establishing itself as Fort Worth’s team. Alumni or not, Horned Frogs bring an added sense of pride for our city. Riff Ram is unique to TCU, and it is taking root beyond the stadium.
Schaefer worked with TCU athletics to bring a unique finish to each time the video played in-stadium. The final line, “Give ’em Hell, TCU!” was delivered by famous TCU alumni like Bob Schieffer, Jake Arrieta and Matt Carpenter, Dallas Mavericks head coach Rick Carlisle, ISU fan turned TCU fan Abby Faber and Country Music Star Brad Paisley.
In addition to the in stadium video, Schaefer created a range of Riff Ram branded extensions to further deliver what the fans were wanting. We designed t-shirts, coffee mugs, pennants, digital downloads, wall murals, an 80’s workout video and even commissioned a painted SuperFrog portrait. It has been a great project to be a part of and it fires up even the non-TCU alumni in our office. Go Frogs!
Produced in partnership with N8 Visuals.
Is singing loud for all to hear!”
Or in our case, calligraphy quotes from classic holiday films—you definitely don’t want us to sing. And while our collective voice may not be pleasant, we did join together as an agency for a special edition calligraphy class from the the lovely and industrious Lauren Essl of Blue Eye Brown Eye. We were provided custom name cards, ink wells and calligraphic pens from the seasoned letter-smith, and taught through practicing the calligraphic alphabet. After hours of baselines, stroke-variances and ink splattering, we attempted penning a few of our favorite Christmas movie quotes. While some of our attempts may be more stink than ink, we finished the whole ordeal a whole lot jollier.
Special thanks to Cockrell Enovation for executing this project to specification:
CHRISTMAS CARDS: 5×7, printed 1/1, PMS 877 / PMS 877, 100# cover Curious Red Matter, qty. 500 of three different cards VERTICAL BELLY BAND: 17×4.125, Desert Storm 70# text, black and white ink/white, two scores, qty. 500 ENVELOPE: A7 Finch, printed 1/1, PMS 877 / PMS 877, qty. 500
“You’ve gotta learn to drive with the fear. There ain’t nothin’ more frightenin’ than drivin’ with a live cougar in the car.”
Wise words from the character, Reese Bobby from the critically acclaimed movie, Talladega Nights: The Ballad of Ricky Bobby.
In our case, the cougar (or tiger) refers to: the beast that is professional networking. Whether you’re a professional concerned with finding new talent or a student worried about starting their career, the Fort Worth Creative Co-op’s Creative Gauntlet is the place you need to be. With 4 years under their belt, the FWCC has become familiar with creating environments for open dialogue and friendly advice. This year the event was held at 916 Bryan, a recently redeveloped 2-story warehouse building designed for creative office uses, housed in Fort Worth’s Near Southside. The free event brought students from TCU, UNT, UTA and The Art Institute of Fort Worth together to make connections with creative industry professionals and present their work in a “speed-dating” style conversation/portfolio review. Jon Chapman created the look for Creative Gauntlet No. 4 and Trust Printshop screen printed the posters and gift bags.
