Virtual reality, dinosaurs, scouting win at American Advertising Awards
Our top priority is always to move the needle for our clients. But we also love to see what peers in the industry think of our creative work through competitions such as the American Advertising Awards, hosted by the American Advertising Federation. In this year’s Fort Worth competition, Balcom received 10 awards, including five silver and five honorable mentions (formerly known as bronze awards) for our work for Dairy MAX, Sinclair Oil and Longhorn Council, Boy Scouts of America.
Check out the work and some of the thinking behind it.
Dairy Tour 360 Integrated Campaign
Virtual reality technology is growing in quality and popularity, and we put it to work for regional dairy council Dairy MAX – giving every person the opportunity to visit a dairy farm and see for themselves the care and quality involved with producing milk, cheese and yogurt. An interactive microsite hosts the video tours, filmed with drones and 360 cameras, on location at three real dairies. Users, drawn in by social media trailers and teasers, can follow the entire farm-to-table journey on DairyTour360.com or enjoy an even more immersive experience with a virtual reality headset on YouTube.
The videos alone have received 2.5M views so far.
- Silver ADDY – Websites – Microsite
- Silver ADDY – Branded Content & Entertainment – Campaign (Videos)
- Silver ADDY – Integrated Branded Content Campaign
- Silver ADDY – Copywriting
- Silver ADDY – Digital Creative Technology – User Experience
- Honorable Mention – Branded Content & Entertainment – Campaign (Social Media Clips)
- Honorable Mention – Digital Creative Technology – Innovative Use of Interactive/Technology
Filler Moments Integrated Campaign
Sinclair Oil is a more than 100-year-old brand known for an iconic green DINO that has turned pit stops into photo opps for generations. Expanding on the “Fill up your life” Sinclair tagline, the new Filler Moments campaign seeks to celebrate the warm, fuzzy, road-trip fun centered around the stations. TV spots launched the campaign, while ads and billboards carry it through with matching photography that combines sunny skies, authentic smiles, and Sinclair swag and snackage, with a subtle matte finish to reinforce the brand’s timeless nostalgia.
The digital campaign alone had more than 50M impressions, and more than 157K people who saw our ads later visited a Sinclair station.
- Honorable Mention – Television Advertising – Regional/National – Campaign
- Honorable Mention – Integrated Advertising Campaigns – Consumer Campaign – Regional/National
Longhorn Council, Boy Scouts of America
The Boys Scouts are more than boy scouts, offering opportunities for both boys and girls, and both members and non-members. Our regional division, the Longhorn Council, needed a website that informed and excited kids and parents about the wealth of activities available. A grid layout allows for a nontraditional design; action photography and video engage eyes and hearts, and unique brand elements such as a compass icon for navigation add a touch of surprise and delight.
While site launch was too recent to confirm a lift in analytics yet, anecdotal feedback from at least one parent confirmed the navigation was much more intuitive.
- Honorable Mention – Websites – Consumer