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In the ad industry, there are many ways to measure the work of a year. In revenue. In projects completed. In truly groundbreaking creative. In exciting ideas rejected by a client. In ideas embraced. Each January, it’s time for us to reflect upon the best work of the previous year, and get to work on our ADDY entries.

The first challenge is always figuring out what to enter. The long list of projects is collaboratively built and proofs of the work get pinned up on the wall for review. Then we start cutting. Whittling down to the best of the best – a process of reduction to distill our work down to what we feel like deserves the critical eye of the ADDY judges.

Some years we’ve ended with 20+ entries on the short list. This year, we got serious and culled it down to just 8 entries. The strongest work in the best categories with which we could align them. We felt confident we had 8 winners. And we thought the biggest compliment would come if we’d be notified a few weeks out from the ADDY Awards that we scored 8 out of 8 winning entries.

Boy were we wrong.

We did get that annual notification email that stated how many of our entries would be receiving an award. And it did in fact state that we would be taking home 8 pieces of precious ADDY metal. What we didn’t know, and just didn’t even consider, is that we might bring home a 9th award.

Saturday, February 16, eleven of our team members and significant others attended the 53rd Oklahoma American Advertising Awards – this year inviting Tulsa and Wichita Falls markets, as well.

Once the awards show was in motion, we swiftly learned that we won 4 Gold ADDYs, 2 Silvers, and 2 Bronzes. That alone made for a fantastic night. 100% of our entries won and half were Golds. We could have gone home and counted it a successful year at the ADDYs.

After watching the Special Judges Awards (Best of Print, Best of Design, Best of Digital, etc.) and then similar awards for the student entries, we were ready for the big finale that ends the awards ceremony every year… Best of Show.

We’re not sure if some of the companies that have won Best of Show a few times might sometimes feel like they’ve got it in the bag. Maybe if a campaign they’ve entered has won in multiple categories. Or they are dominating the night with a radical amount of Golds. But, for us, having never won a Best of Show, we just didn’t even consider that we might win this coveted award – the top honor of the night.

And then we won Best of Show!

There are few things that can bring this level of joy and fulfillment to a marketer’s year (or even career) like that of having their work acknowledged by other creative professionals to this degree. In many ways, the sometimes long hours and oftentimes arduous work feel that much more worth it.

Traction is a small agency with big talent. Everyone is here because they bring their special brand of talent to the mix. What made this honor all the more special is that nearly every team member at Traction had their hands in creating this campaign. Sometimes we make things that are design-driven, sometimes they are content-centric, other times our web and digital people drive the boat. But this campaign brought everyone’s superpowers together for a Best of Show campaign. 

The industry also recognized a campaign that reflects the passion that one of our longest-standing clients has for their industry by showcasing the passion their customers have for their product. So, whichever way you look at it, this award is very special to us.

We are humbled by this recognition and honored to have clients that put so much trust and confidence in us with their budgets and business needs. We stood surrounded by our industry peers who also won tons of awards for impressive work and are equally as creative and deserving. This city is seriously full of talent, and it was all on display that night. Go see all that talent in the 2019 ADDYs Winners Book!

Now, on to the show.

Here are our winning entries from work done in 2018.

FLY LIKE YOU MEAN IT – a multi-touchpoint campaign positioning the next generation as brand advocates.
Category: Integrated Campaign
Client: Air Tractor

Oklahoma BBQ – We Don’t Care… – a fast-turn ad with punchy copy stating the obvious.
Category: Magazine Full Page Ad
Client: Earl’s Rib Palace
GOLD ADDY – an interactive online presence for a fierce multi-mission aircraft.
Category: B-to-B Websites
Client: Air Tractor

Traction Marketing Brand Identity – our very own new brand mark.
Category: Ad Industry Brand Elements
Client: Traction Marketing (that’s us!)

2019 Season Artwork – bringing a season to life through hand-illustrated artwork coordinated by color to express venues.
Category: Illustration Series
Client: Lyric Theatre of Oklahoma

Bad Stock Photos, Good Oklahoma BBQ – #socialmedia #stockphotography #sausagebaby
Category: Social Media Campaign
Client: Earl’s Rib Palace

Bridal Registry Look Book – a beautiful book chock full of beautiful photos of the beautiful products we shot in-house.
Category: Collateral Material – Brochure
Client: BC Clark

Pray for Rain – Silver Lining – capturing a special day with a flatlay for Brides of Oklahoma magazine’s premier ad position.
Category: Magazine Spread Ad
Client: BC Clark

A huge thank you to our local Ad Club for putting so much time and effort into making the ADDYs possible, year after year. The evening was wonderful, the new venue was awesome, and we’ll take good care of this Best of Show award until next year!