Signal Theory’s work on behalf of its clients took home Best of Show and four golds at the 2023 American Advertising Awards in Kansas City. Known in the KC ad community as the ADDYs, this annual event recognizes and rewards advertising excellence from local agencies, clients and students in the KC area. Signal Theory’s John Deere: A Different Kind of Crown was the big winner of the night earning two golds and Best of Show. The firm also received gold for its SONIC Drive-In: Wag Shop Campaign. Work for Signal Theory’s pro bono client, Harvesters: Feastival, was also recognized with gold and silver awards.
Another win for John Deere was the “Harvest Time AR filter,” which earned two silvers. The firm’s packaging work with retail client Trapp Fragrances was recognized with a silver. Signal Theory’s chapter of Babes Helpin’ Babes was also awarded several silvers for their Vote Campaign.
BEST OF SHOW | John Deere: A Different Kind of Crown
This year Signal Theory entered “John Deere: A Different Kind of Crown” into several categories, resulting in two gold awards, a silver and Best of Show. Signal Theory’s experience in behavioral science has shown the firm that brands rise to the top when they resonate on a more human level. Told through the lens of the holidays, the spot honors today’s women in farming while encouraging future generations to follow their passion into the field. Designed to challenge some of the stereotypes of farming, this campaign resonated with a wide audience and drove significant engagement from people in agriculture and beyond.
John Deere: A Different Kind of Crown – Film, Video & Sound | Single Spot and Elements of Advertising | Cinematography
GOLD | SONIC Drive-In: Wag Shop
Signal Theory’s SONIC Drive-In: Wag Shop Campaign was also recognized. For this project, the firm created and promoted a merchandise line designed for SONIC fans’ furry friends. The pup-centric merch was a hit, with several products selling out. The campaign garnered considerable consumer engagement and recognition from several marketing publications. By connecting the SONIC brand to its customers’ love for their pets on social media, SONIC saw its industry average engagement rates soar up to 200%.
SONIC Drive-In: The Wag Shop by SONIC – Sales & Marketing | Specialty Advertising Campaign
GOLD | Harvesters: Feastival Pop-up
Harvesters – The Community Food Network reached out to Signal Theory for help branding its two-day fundraising event. The firm delivered a look and feel along with a strategic approach that helped sell out the event while nudging patrons to increase donations throughout the gala. The main focus of the branding – the beasts – added a bit of fun to enlighten people on a serious issue, making the information more digestible and the cause more appealing. As a result, the event exceeded donation goals by 50%.
Harvesters: Feastival Pop-up – Public Service | Integrated Media Campaign
Silver Awards
Faultless: Trapp Fragrances Packaging (Sales & Marketing)
Harvesters: Feastival Pop-up (Elements of Advertising | Illustration)
Harvesters: Feastival Pop-up (Public Service | Ambient Media)
John Deere: A Different Kind of Crown (Film, Video & Sound | Campaign)
John Deere: Harvest Time AR Game (Elements of Advertising | AR)
John Deere: Harvest Time AR Game (Online/Interactive | Games)
Signal Theory: Babes Helpin’ Babes Vote Campaign (Corporate Social Responsibility | Online Campaign)
Signal Theory: Babes Helpin’ Babes Vote Postcards (Public Service | Marketing & Specialty Advertising)
Signal Theory: Babes Helpin’ Babes Vote Posters (Public Service | OOH Campaign)
Signal Theory: Comfort & Joy Holiday Mailer (Ad Industry Self Promotion | Direct Marketing & Specialty Advertising
Winners Move on to District Competition
The local American Advertising Awards is the first phase of the three-tier competition where agencies, freelancers and students can be recognized as the best in their markets. Signal Theory, along with other gold and silver American Advertising Award winners from the KC Ad Club competition, will compete against winners from Iowa, Kansas, Missouri and Nebraska in the District 9 competition in March. Winners at the AAF District 9 American Advertising Awards move on to the AAF national competition held at ADMERICA every year.
