The agency received top honors in its category for its public service work which urged Minnesotans to “Make an Effort” during the Republican National Convention and provocatively plays off the stereotypes of the GOP.
“Winning a One Show pencil is one of the highest creative honors in the advertising industry,” said Reid Holmes, creative director at Campbell Mithun. “This award acknowledges our ability to create work that our own industry recognizes as among the best in the world.”
Developed with the assistance from renowned Hungry Man Productions, the “Make an Effort” campaign launched in August 2008 through a series of viral and guerilla marketing efforts. “Make an Effort” was designed to make light of stereotypes. In a historically predominant Democratic state, the campaign offered tongue and cheek suggestions on how Minnesotans can all find their own unconventional ways to make visitors feel welcome. The purpose was to engage the Twin Cities community around the convention, and to create the type of work that was worthy of the great creative reputation that the Minneapolis advertising and arts community is known for.
“The Make an Effort creative pushed boundaries, illustrating the innovation and talent of our agency,” said Steve Wehrenberg, chief executive office at Campbell Mithun. “We are proud to have received this tremendous accolade for an original campaign such as this.”
In addition to “Park,” the “Make an Effort” campaign was carried through with two additional 30-second spots and a series of downloadable posters that capture the unique brand of intelligent, rewarding creativity that Minnesota is justifiable world famous for.
