New Orleans: home of the crawfish, beignets, and the 2017 ADDY National Conference by the American Advertising Federation. The conference brought together the top U.S. agencies in the country to compare notes on industry trends and highlight the best campaigns of the past year with two creative award shows.
For the National ADDY Awards, the best work from each region in the U.S. competes on a national level to recognize the most creative and innovative work of 2016. Additionally, the MOSAIC Awards portion of the conference celebrates inclusion in advertising, and awards campaigns with significant contributions to diverse causes.
This year, Alma DDB was a big winner at both shows. At the National ADDYs, Alma received the Best in Show overall for their Netflix “Spanish Lessons” – the first time any multicultural agency takes the top national prize. Alma also received 11 additional awards for Sprint, Clorox, and Netflix.
At the MOSAIC awards, the RMHC/Hacer Scholarship Program for McDonald’s was named Multicultural Advertising Campaign of the year.The touching integrated effort was applauded for empowering the Hispanic students who face many obstacles – including the financial burden – before earning a college degree. The campaign showed Hispanic students that attending college is within their grasp by offering useful tools and resources, including the opportunity to be selected for 1 of 5 $100,000 scholarships offered by the brand.
“It was a proud week for all of us at Alma,” says CEO, Creative Chairman Luis Miguel Messianu. “Being recognized for our work by the AAF is an honor that we share with our brand partners, and we’re hoping this leads the way for more multicultural agencies to take the stage at national awards like this one.”