Strategy Hybrid by TDA_Boulder for The Fifty Show

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Strategy Hybrid

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing
Market United States
Agency TDA_Boulder
Creative Director Thomas Dooley, Jonathan Schoenberg
Art Director Sayako Minami
Copywriter Jonathan Schoenberg, Brian Mulligan
Released January 2017

Credits & Description

Client: The Fifty Show
Client: Denver Ad Club
Agency: TDA
Art Director: Sayako Minami
Copywriters: Jonathan Schoenberg/Brian Mulligan
Creative Directors: Jonathan Schoenberg/Thomas Dooley
Director of Strategy: Constance DeCherney
Producer: Kate Osborne
Client: Denver Ad Club
Sponsor: Colorado Kind
Senior Account Director: Stephanie Sipe
Description:
To help promote the show, TDA partnered with Colorado Kind, a marijuana grower and award show sponsor, to create three specific strains of weed, made specifically for the advertising community.
The three cultivars are:
· One for creatives, “Concepting Indica”: This will take your mind and body to another universe.
· One for strategy, “Strategy Hybrid”: This one is for focus, connecting patterns and outliers quickly and for those who seek the truth.
· One for technologists, “Coding Sativa”: This strain drives you through 1s and 0s all night.
“The Fifty Weed” will be available for purchase from January 26 until February 2 -- everywhere Colorado Kind Cannabis is sold.
Additionally, since all award shows have a penalty for late entries, TDA_Boulder created the Drug Test. Stoners are known for being tardy, so if an agency tested positive for pot, ironically they’ll get a free deadline extension.
"We're proud that The Fifty still stands as one of the most progressive shows in America, celebrating the top fifty advertising and marketing ideas in Colorado. To this end, we collaborated with TDA_Boulder, on a promotional campaign acknowledging our state's momentum of cannabis and the relationship the creative community has to it. From our growing advertising community to tax revenue, Colorado stands as a solid role model for innovation.” - Tonja Roth, executive director, Denver Ad Club
The campaign was promoted with Facebook advertising, email and drug tests and where delivered to every ad agency in Denver and Boulder.
Let me know if you’d like to chat with the brains behind the campaign at TDA.