Western Mass Ad Club ADDY campaign
Monday, January 10, 2011 at 09:14AM
The Advertising Club of Western Massachusetts recently commissioned us to design the marketing materials for our region's 2011 ADDY Awards. We came up with a campaign that celebrates the uniqueness of Western Mass by playing with graphic representations - geographic and conceptual - with which we had never before seen played. Here are a few from the crowded sketch pad that we decided to include
In the first, we emphasized the 'square-state' quality of the geographic make-up of Western Mass. We sliced it up by county, sub-region, telephone area code, and highway disection. Having thought for years that all of Western Mass was 'The 413', we were surprised to find that 978 sneaks in and takes a bite out of five towns around Orange.
We were delighted that when turned on its side, Massachusetts looks like a frosty pint that's just been slammed on the bar. Three or four swigs of Western Mass give this a glass-half-full positive outlook, provided you're an optimist.
We find one of the most curious facts about Western Mass is that three major sports were born here. Everyone around here knows about basketball in Springfield and volleyball in Holyoke. But recently documents from the late 18th century were found in Pittsfield mentioning the earliest-known references to baseball. It made us wonder what else these three cities have in common as cultural pioneers. As it turns out - paper products.
Finally, as a Northampton-based agency, we've long been amused by the electric charge of the word 'Noho'. The hipper-than-thou, über-urban, pretensiousness of it is bristling to many in the greater region. We thought it would be fun to liberate the word by including everyone. We're still working on one for Ware. Way-Ray?
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The type is by Hoefler & Frere-Jones. I wonder who designed which.
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