More than two dozen marketing entries were honored from across the university.
Texas Tech University added 25 new honors to its trophy cases from the 2021 American Advertising Awards on Feb. 20.
The annual recognitions known as the ADDY Awards – or simply, the ADDYs – are presented by the American Advertising Federation (AAF). Hosted by AAF Lubbock, last weekend's event was the first phase of a three-tier, national competition. All Gold ADDY-winning entries will be forwarded to the District 10 competition, where they will compete with others from Arkansas, Louisiana, Oklahoma and Texas. District ADDY Gold winners are then forwarded to the third tier, the national stage of the American Advertising Awards.
Texas Tech received 10 Gold and Silver ADDYs, with 17 Gold and Silver awards given for student work. Professional and student entries were awarded 22 Bronze certificates. Among this year's winners were more than two dozen entries created within the university's Office of Communications & Marketing, Hospitality Services and University Student Housing.
Over the last several years, the university has broadened its marketing efforts in new and exciting ways. One of its most successful campaigns has been the rebirth of the university's motto, “From Here, It's Possible”TM, which features high-profile alumni, including Gen. Charles Brown, Chief of Staff of the U.S. Air Force, and Kansas City Chiefs quarterback Patrick Mahomes.
“Our team is honored to represent the entire Texas Tech community and one of the strongest university brands in the country,” said Matthew Dewey, the university's Chief Marketing & Communication Officer. “Awards like the ADDYs provide affirmation for the work we do across the marketing and communications disciplines, and we look forward to finding new and creative ways to celebrate and engage Red Raiders around the world.”
The professional awards are:
Office of Communications & Marketing
Gold ADDY Awards:
- Elements of Advertising – Visual – Photography, Black & White: Evening Storm
- Online/Interactive – Social Media – Single Execution: Graduation Cap and Gown filter
- Print Advertising – Magazine Advertising – Magazine Advertising Campaign: From Here, It's PossibleTM Magazine Campaign
Silver ADDY Awards:
- Elements of Advertising – Visual – Illustration – Single: The Masked Rider Illustration
- Elements of Advertising – Visual – Photography, Color: Campus Morning
- Elements of Advertising – Visual – Photography, Color: Will Rogers Wrapped in Red
- Elements of Advertising – Visual – Photography, Color: Changing Winds and Skies
- Film, Video & Sound – Online Film, Video & Sound – Internet Commercial Campaign: TTU Commitment
- Online/Interactive – Advertising & Promotion – Email: From Here, It's PossibleTM Newsletter
- Online/Interactive – Websites – Microsite: Lubbock Tornado 50th Anniversary
Bronze ADDY Awards:
- Cross Platform – Local or Regional/National – Integrated Brand Identity Campaign: TTU Commitment
- Elements of Advertising – Visual – Photography, Color: Bolanle Olaniran, portrait
- Elements of Advertising – Visual – Photography, Color: Graduate at the Seal
- Elements of Advertising – Visual – Photography, Color: Masked Rider in Lights
- Online/Interactive – Websites – Microsite: School of Music Symphonic Band Tour
- Print Advertising – Magazine Advertising – Spread, Multiple Page or Insert – Single Unit: Red Raider Guarantee
- Public Service – Film, Video & Sound – Corporate Social Responsibility Television: Masks Save Lives Graphic Design
- Public Service – Out-Of-Home & Ambient Media – Corporate Social Responsibility Out-Of-Home Campaign: Masks Save Lives
- Sales & Marketing – Collateral Material – Magazine Design: M Magazine Redesign
Hospitality Services
Bronze ADDY Awards:
- Cross Platform – Local or Regional/National – Integrated Brand Identity Campaign: Eat at Texas Tech
- Film, Video & Sound – Online Film, Video & Sound – Single Spot – Any Length – Internet Commercial: Wreck 2020
- Sales & Marketing – Collateral Material – Brochure: 2020-2021 Campus Dining Guide
- Sales & Marketing – Product or Service Sales Promotion – Catalog: 2020-2021 Campus Dining Guide
University Student Housing
Bronze ADDY Awards:
- Out-Of-Home & Ambient Media – Out-Of-Home – Poster Campaign: Housing Summer Sign-up
- Out-Of-Home & Ambient Media – Out-Of-Home – Poster – Single: Housing Welcome poster
Three additional winning Texas Tech entries were created by Hartsfield Design.
Texas Tech University System
Gold ADDY Award:
- Out-Of-Home & Ambient Media – Installations – Out-Of-Home Multiple Installations: Texas Tech Dairy Barn Exhibit
Ranching Heritage Association
Silver ADDY Award:
- Sales & Marketing – Collateral Material – Editorial Spread or Feature Design: Ranch Record, Travelin' Man feature
Texas Tech Alumni Association
Bronze ADDY Award:
- Sales & Marketing – Collateral Material – Magazine Design: Texas Techsan Magazine, Winter 2021
About AAF Lubbock
AAF Lubbock was founded in 1948 and was known simply as the Lubbock Ad Club until it became affiliated with the AAF in 1961. Today, the club has more than 70 Lubbock advertising professionals listed on its membership roster and serves as the only association that represents all facets of the advertising industry.
