A scene from “The Lumberyard,” part of the Woodland’s Most Wanted campaign for client YellaWood® pressure treated pine
Clients Get the Recognition They Deserve: Five National ADDYs at 2020 Virtual Ceremony
Secret agent beavers conquered yet another expedition, snatching more than YellaWood® brand pressure treated pine at the national ADDYs. Through teamwork and collaboration, Brunner and client YellaWood® were recently recognized with national honors including three gold and two silvers – a continued celebration building upon nearly 30 awards earned at the regional and local levels this year.
The Woodland’s Most Wanted, a campaign created for YellaWood® brand pressure treated pine, has also been featured in Archive Magazine, and won several Graphis and OBIE awards, according to Zak Cochran, group account director at Brunner.
“We obviously felt there was something special about this campaign and it’s great when your peers on all those different levels see something special in the work too,” said Jeff Shill, creative director at Brunner. “The agency, client and our partners all put in the effort. And those efforts were the most collaborative I’ve ever been part of. It’s great to see that get some love. It’s a nod to several good working relationships that enabled the talents of so many people.”
Cochran also spoke to the agency-client relationship, touting the trust and collaboration that “always [elevates] the quality of creative work.”
As part of this campaign Brunner and YellaWood® pressure treated pine knew what would take things to another level: the introduction of a set of new brand spokespeople…beavers.
According to Shill, the power of a brand is emotional connection.
“It was critical to both the agency and client when you looked this animal in the eye, you knew it had a soul. Our partner Framestore worked with us to first develop the characters with a backstory and personality traits. Those little touches help the audience believe these beavers really are YellaWood®-crazed builders,” said Shill. “With some vision and hard work we found something at the core of the brand that resonated with a lot of people.”
“Winning one national ADDY is an incredible achievement but FIVE is in an entirely different category. Thanks [Brunner] for being such great teammates and for hitting it out of the park for us!” said James Riley, CMO of Great Southern Wood Preserving, Inc., YellaWood® brand’s parent company.
The National ADDYs took place Friday, June 26, 2020. Below is a list of awards Brunner and YellaWood® celebrated together:
- Animation, Special Effects or Motion Graphics: “Lumberyard” for Great Southern Wood Preserving / YellaWood®
- Computer Generated Imagery: “Lumberyard” for Great Southern Wood Preserving / YellaWood®
- Computer Generated Imagery: “Control Room” for Great Southern Wood Preserving / YellaWood®
- Animation, Special Effects or Motion Graphics: “Heist” for Great Southern Wood Preserving / YellaWood®
- Computer Generated Imagery: “Heist” for Great Southern Wood Preserving / YellaWood®