The American Advertising Federation (AAF) Charlotte Chapter tasked The Variable with developing and executing a concept and theme for the chapter’s 2016 award ceremony; one deliverable included a direct mail poster. The challenge was to create something that elevated the perception and prestige of the awards, while acting as a call for entries to prospective agencies, client-side creatives and students.
First, The Variable created the chapter’s 2016 award ceremony concept and theme: Natural Selections. The team then brought the Natural Selections concept to life through all creative pieces, which drew parallels between the cutthroat, competitive nature of the animal kingdom and the realities of the advertising world. Following the Natural Selections theme, The Variable developed and executed a direct mail piece that served as a call for entries and unfolded into a poster.
The American Advertising Federation Charlotte Chapter hosted its 2016 awards ceremony at a venue called The Big Chill in Charlotte, North Carolina. The direct mail poster successfully supported this year’s stellar attendance with a sold out venue at maximum capacity.