The old axiom says: You don’t know what you have until it’s gone. So we thought there was no better way to put on the 2015 American Advertising Awards, than to take it away.
In late 2014, with the help of the People’s League for the Abolition of Advertising (plAAd), the United States government passed Amendment 28 to end the practice of Advertising as it was rampant with persuasion and coercion. Local agencies were canvassed with official cease and desist notices and instructions on how to package and submit their, now illegal, advertising materials.
To keep advertising and our livelihoods alive, AAF Fort Worth swept into action and the AAFFXFW underground advertising movement was born. The group intercepted the government submissions and threw an Addy Awards celebration under the cover of “bingo night” at the local Masonic Temple. Our craft was celebrated, awards were won and Amendment 28 was repealed by night’s end.
Long Live Advertising.
Our friends at Fort Worth South Inc. asked us to create the collateral for their twentieth anniversary celebration earlier this year. FWSI began as a small coalition of Near Southside businesses and community leaders and has grown dramatically over the last two decades. The redevelopment of Fort Worth’s Near Southside was the story we wanted to showcase. Schaefer worked with them to find headlines from the past 20 years that helped to tell the story of how this community has become a vibrant, urban, mixed-use neighborhood.
Our very own Ken Schaefer was one of the speakers, talking about the growing creative scene in the Southside. He rocked a bow tie and shared some great insights about the unique opportunities that are available in this culturally rich community. His message focused on how important creative organizations are to helping this area flourish.
For the third year in a row, we partnered with the Fort Worth Opera to develop the invitation design for their largest and most impactful fundraising event of the year – the Opera Ball. Proceeds from this event go toward programming, community outreach and the annual FW Opera Festival. The Opera Ball committee had chosen a sci-fi theme for this year’s ball. Not saying we’re nerds or anything, but our minds quickly went into hyperdrive upon hearing this. Get it? Of course you do. The Fort Worth Opera Ball competes with several high-end donor events within the city, and it was imperative that our materials grab people’s attention and get them excited to attend.
We ultimately named this year’s ball the Galactic Gala and included references to Star Wars, Star Trek, Battlestar Galactica and other stellar movies. See? We can’t help ourselves. With a minimal print budget, we were still able to create a printed invitation that people could interact with. When you pulled the invitation from the sleeve it looked as if the light saber was turning on. Many people felt compelled to make their own sound effects. Some were better than others, and we may or may not have looked it up on Youtube to see who was closest.
At this year’s Spice World expo in Austin, Texas, Schaefer client McAfee Security was there in force to help all those IT professionals keep both their I and their T safe. The concept, Malware Apocalypse, likened all the computer-eating monsters roaming the internet to our favorite brain-eating monsters roaming various movies and TV shows.
We helped deck out the booth (and the humans) in all sorts of zombie hunting gear. We had zombie themed props and giveaways – we even had makeup artists at the booth to give people the undead makeunders they always wanted. No surprise, it was a hit. The client agreed it was one of the most successful Spiceworld showings yet, and there’s no doubt that our concept left a lasting impression on attendees.
If you think a corporate planning session sounds kind of boring, you clearly haven’t been to one that was hosted by Schaefer and TTI. This long-standing client tasked us with inviting their company brain trust together to discuss the coming year’s business and marketing strategies over fine wines and delicious food at Del Frisco’s Grille in Fort Worth. Designer Blair Babineaux came up with this cheeky little custom wine label that paired perfectly with the evening (which was a big success, by the way).
Each year, the street in front of our office shuts down so local artists can put their work on display inside local businesses. Musicians and food vendors are there too to keep the crowds fed and entertained. And we’re there, too.
Since we’re proud residents of the Near Southside, we like to do something fun and interactive. And what better way to endear ourselves to our neighbors than open a tattoo shop?
The idea for Squirrel City Ink came about randomly, as these things always do, when art director Charlie Howlett wondered aloud if it would be funny to pretend the little building next to our office was a series of businesses that were “coming soon” but never opened. One of the ideas was a tattoo shop, and it stuck.
The name Squirrel City Ink was derived from Squirrel City Bombers, the name of our fake agency motorcycle gang, which never managed to assemble, let alone rumble. Anyway, with tattoo shop name in mind, we painted the building to match, created signage and even tatted up a mannequin.
For the event itself, we turned five hand-drawn designs into temporary tattoos, which we passed out for free. We also hand-drew two t-shirt designs that were sold and printed on site by our friends at Trust Printshop. In sourcing the t-shirts with them, owner Matt Lucas let slip that they had portable presses that would allow them to print shirts one at a time as people purchased them. Done and done.
Turnout was great, and everywhere you looked people were sporting our (temporary) ink. But what does all this have to do with advertising? Branding, like a real tattoo, is best left to the professionals.
Otherwise, you’ve got a lifetime of embarrassment ahead of you.
The annual Fort Worth Zoo Ball is their largest fundraising event of the year in support of the nonprofit, privately owned zoo. This is an elite affair put on by a committee of top Zoo donors who rely on Schaefer to help execute the annual theme. For 2014, the theme was inspired by the annual Festival of the Elephants in Jaipur, India. The central piece was to be a high-end invitation that would make Fort Worth’s elite excited about coming to the ball.
The Work
Our first step was immerse ourselves in Indian culture (via Google and World Market rather than the subcontinent itself, sadly). Through colors, textiles, patterns we began to get a good sense of direction for the piece. If only we had a designer who was really into elephants. Maybe one who has an elephant pen and mug and figurines all over her desk. Oh, right. Blair.
This theme was tailor-made for designer Blair Babineaux, whose love of elephants (and good design) made her the obvious one to take the lead. Both of these loves were apparent in the final result.
Describing the details of this piece would take approximately forever, but here are some highlights (or you could just look at the picture, right?). The six-panel invitation is printed on a thick pearlescent paper that was flooded with red on one side. Each unique panel was intricately laser cut by the folks at Artifacture in Dallas. Once folded, the invitation was secured with a die-cut bellyband featuring even more laser-cut elephants. The metallic gold envelopes were beautifully hand addressed by Lauren of Blue Eye Brown Eye calligraphy using a custom-mixed ink.
All told, we partnered with six different vendors to make our vision come to life (each of whom might lock the door when they see us coming next time).
The Results
The event was a big success, and the invitation was unanimously well received. Eight-foot replicas of the invitation panels were used as decorations at the Ball, and the chairwoman of the planning committee said, “This is my favorite invitation yet. I’m not sure how we’ll top it next year.”
We don’t know either, but, as always, we’ll seek what’s possible. Even if it does give us all gray hair.
UPDATE:
Schaefer was awarded a gold national Addy for the 2014 Zoo Ball invitation. This is our first national Addy award, and to give it some context, we were one of only 77 gold winners out of 40,000 entries. Needless to say, we’re proud and excited to represent Fort Worth among some of the top agencies in the country.
Here’s a riddle: What says “You’re important, come to this tasting event and here’s a bribe?” You guessed it, a foil-stamped invitation with a gold fork and mini chocolate cake inside.
Client Hurst Conference Center hosted an event for local event planners to show off all their amenities, including adaptable spaces and a full-service kitchen. Since the event would include a tasting menu prepared by their on-staff chef, we decided to tempt attendees with a taste of what was to come.
“The good stuff is in the middle” relates to Hurst’s prime location in the heart of the metroplex, but of course it always applies to desserts. Of course, we being the thorough and thoughtful partners that we are did diligently sample a range of desserts to pick the one that was most likely to attract a crowd. All in a day’s work.
For Moncrief Cancer Institute’s Future of Academic Medicine event, we used a silver foil on two types of paper to create an upscale invitation. The main imagery on the sleeve is a line rendering of their building, which stands out well from the blue background. The use of silver foil in the negative space of the invitation also created a striking effect.
This year, the Hurst Conference Center came to us with a problem. As always, we came back with a solution. Problem: How can we increase our wedding and reception bookings and overcome the negative perceptions that engaged couples have of a conference center as a wedding venue? Solution: Develop a unique brand and identity for the Hurst Conference Center’s bridal market that sets it apart from competitors.
Our first step was to evaluate the local bridal market, the competitors and the unique attributes of the conference center. We then crafted the venue’s unique positioning, which guided us through the naming and identity development process. Our strategy was to develop an identity that conveyed simple elegance while highlighting the unique attributes of the grand ballroom while giving it a name that would sound good on wedding invitations. We developed several different names and designs and, in partnership with the client, landed on a name that highlighted the iconic fiber optic star-field chandelier located in the grand ballroom – Lumiere Ballroom at the Hurst Conference Center.
With the bridal identity developed, we executed the new brand in several collateral pieces to introduce it into the marketplace. Our goal was to differentiate the bridal marketing elements from the rest of the Hurst corporate/meeting planner marketing pieces. This meant pulling away from the traditional red and orange colors.
The bridal identity is set apart from the corporate HCC brand through the photography style and limited use of colors. De-saturated photography added an element of refined elegance to the space, while the use of black allowed the chandelier to stand out as a focal point within the venue. However, the corporate/meeting HCC brand and the bridal identity are tied together through the use of photography and the type family (Helvetica).
