Addy Award Wins: Revisiting Centerline’s Creative Versatility
Mar 5, 2019
When you get down to it, marketing done well is really strategic storytelling that compels your audience to learn more, think differently, act faster. The stories can be told in many forms and fashions.
Here are two examples that demonstrate the creative and strategic versatility that Centerline brings to the table. Each one recently earned an Addy Award from the American Advertising Federation (AAF).
Category: Social media, campaign
For many years, we’ve partnered with Lowe’s on a number of projects and campaigns related to home improvement. But this one was different. We were tasked with raising awareness for “Generation T”—the movement Lowe’s is spearheading to rebuild the skilled trades.
If there’s one thing we know, it’s that creativity manifests itself in many ways. Four years of college isn’t for everyone. And it certainly isn’t the only way to make an impact.
With that perspective in mind, our team wrote and designed posts for various social platforms. Our goal was to drive people to learn more about the trades—and consider joining them.
Copy had to be short but pack a punch. Quality of words, not quantity, took priority.
Some social posts had a provocative, “Did you know?” feel, like this one:
Most high schoolers today say the skilled trades are "dirty" and "don't pay well."But here's the truth: Over the next…
Others, like this one, took a different approach:
View this post on Instagram
Over the last 40 years, we've been guided towards careers in the corporate world and pursuing degrees (with insurmountable debt). But debt is not the prerequisite for success. ? Lend your voice, & lend your hands to #generationT. Let's show the world that there's more than one path to prosperity!
Category: Branded Content & Entertainment for online film, video and sound > 1:00
Our work with ElectriCities? Very different, but equally rewarding.
The goal was to tell an emotional story that focused on the value public power provides for our communities. This post explained how we built a narrative to help the audience not only understand, but feel, that value.
At a glance, it appears a 2-minute video featuring an actual career lineman couldn’t strategically share any storytelling similarities with the Lowe’s social campaign. But, really, the same tenets applied.
It all boiled down to knowing the audience and how to move those people.
This video was part of a larger project focused on redesigning the ElectriCities website. By the time video concepting began, our team already spent months interviewing key stakeholders, researching various audiences and their needs, and carefully crafting a narrative about the value of public power for ElectriCities.com.
The work for ElectriCities started as a website project that led to creating an award-winning video. The work for Lowe’s took a different path. It started with an award-winning social media campaign that’s given us the opportunity to strengthen the Generation T website.
Different projects. Different paths. Same approach to impactful storytelling.
We dig deep to understand the people whose attention we need to grab. And we make it a point to tell the story that needs to be told.
It can take a few characters of copy or a few minutes of footage. We do whatever it takes to tell the best version of our clients’ stories.
And in these cases, the recognition’s a pretty cool cherry on top.
Marc Thaler is a former journalist and broadcaster-turned-associate creative director. For 10+ years, he covered sports around New England—everything from Little League to the big leagues. Several years back, he joined a software company specializing in cloud-based IT security and management solutions, spent a few years creating content in its marketing department, and then made the switch to Centerline. Over the years, his writing has appeared on a range of recognizable dot-coms, including ESPN, SC Magazine and Marketing Profs.