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Salt Lake City—Struck, an insight-forward creative agency with offices in Salt Lake City, Portland, and Los Angeles, was recognized with a Silver ADDY at the 2015 American Advertising Awards in Las Vegas for work on a glasses.com campaign. The agency’s ‘Isaac’ ad spot took home Silver in the Cinematography category.
When Struck first began work with glasses.com, the agency was tasked with building the brand’s relevancy to ultimately increase market share. In an industry focused on commodity, Struck’s work moved glasses.com’s brand messaging away from product functionality towards authenticity and emotional benefit. The entire campaign encompassed a total of five ad spots for TV and digital, as well as an e-commerce campaign hub, display units, and social content.
“Through our research and strategic process, we discovered that there is a specific consumer that has a very personal connection to eyewear,” says Matt Anderson, CEO and Executive Creative Director at Struck. “This consumer doesn’t just have to wear glasses, she enjoys wearing them. These glasses have become directly tied to her identity. We wanted to connect with this audience by showing them that glasses can be an extension of their personality – a pair can say something important about their place in the world.”
The American Advertising Awards are held annually by the American Advertising Federation (AAF), with the mission to recognize and reward the creative spirit of excellence in the art of advertising. The awards are the advertising industry’s most noteworthy competition and over 40,000 entries are submitted every year. Winners are chosen by a panel made up of leaders in the industry who use a scoring process that involves evaluation of all creative dimensions in every entry.
Struck’s Glasses.com ‘Isaac’ ad spot also won gold at the Salt Lake City ADDY awards and the District 12 ADDYs. The agency also won a District 12 Gold ADDY for its Nickelodeon Animation Studio Talent Recruitment video.