CRACK THE CODE 2011 ADDY AWARDSHonoring the very best in creative messaging, The ADDY Awards is an event that the advertising industry looks forward to every year. Fusionfarm was asked to create the brand identity for the 2011 celebration, and to take it a bit further than just pretty invitations and postcards.
Delivering a brand to an audience made up of one’s peers can be a bit intimidating knowing that a keen and critical eye will be focused, without mercy, on the outcome. Not to worry, as our approach is always to seek an aesthetic based on the core values and desires of an audience. In this case we focused on what drives the creative mind - curiosity.
We tapped into that curiosity by developing a series of 6 intimate and highly visual online cryptogram puzzles. Solving each puzzle provides a word that ultimately creates the code needed to win the game. To keep engagement and visibility high for the ADDYS during the 14 week lead up to the gala, we unlocked a new puzzle every two weeks, sending email notices and social media updates to keep the gameplay alive until the drawing for the grand prize on awards night.
With low-fi, nostalgic gameplay living in a hi-fi new media universe, the ultimate success of the game experience imprinted Fusionfarm's brand of inventiveness onto the community's consciousness.