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MULLEN LOWE WINS BEST OF SHOW FOR CLIENT JET BLUE AT 55th ANNUAL HATCH AWARDS
The 55th Annual Francis W. Hatch Awards, presented by The Ad Club, announced the 2015 winners for excellence in advertising last night
BOSTON– The 55th Annual Francis W. Hatch Awards, presented by The Ad Club, announced the 2015 winners for excellence in advertising last night at The House of Blues in Boston, to a crowd of nearly 1,000. The Hatch Awards are New England’s prestigious awards for creative branding and marketing. With awards categories ranging from print to TV, broadcast to digital, mobile, and web-based content, the Hatch Awards continued in its tradition of celebrating the very best in creative excellence in the region. Over 1,000 pieces of work were entered for consideration.
Boston-based international advertising agency Mullen Lowe took home the coveted Best of Show award for client Jet Blue’s “Flying it Forward” campaign. The interactive social initiative asks, “If you were given one flight to spread good, where would you go?”.
“As a traveler you can relate to the fact that you normally have a sense of purpose every time you travel, but that campaign really takes it to a higher level,” noted Hatch judge Luis Miguel Messianu, President and Chief Creative Officer of Alma. “I strongly believe that brands like people have souls, and they connect with the consumers and turn them into soul mates. I think this idea for Jet Blue really communicates the sense of purpose of doing something, of traveling for something.”
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Arnold Worldwide was another notable winner, taking home the largest number Hatch Bowls, with a total of 35. This included 4 Gold Awards for their work for Field Notes Brand. Hill Holliday also won an impressive 28 Hatch Bowls, including 5 Gold Awards.
MMB won 14 Hatch Bowls in total, but it was their work for UNICEF that really wowed the judges. The video game stunt “Elika’s Escape” earned them 5 Gold Awards, the most for any single piece of the night. “They were just able to build up some really nice tension in the filming of this thing... The story within the little film they’re making was pretty amazing,” said Lee Einhorn, Executive Creative Director of Venables Bell & Partners, and member of the 2015 Hatch Awards Jury
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Independent small agencies had an impressive showing at this year’s awards. Viral video “Change the Tune” from Daughters & Howard took home 3 Gold Awards, while new agency Sleek Machine walked away with 13 Hatch Bowls, including 1 Gold Award. Toth+Co received 3 Gold and 1 Silver Award for the branding of men’s clothing company Hickey Freeman. The agency posthumously credited founder and advertising legend Mike Toth for the awards, who passed away this past December.
Said Kathy Kiely, President of The Ad Club, “If there’s ever been a doubt that Boston is one of the most creative communities in the country, take a look at these winning agencies, the brands they represent, and our sponsors, like Converse. It’s a testament to Boston leading the way for innovation and creativity”.
“I was really impressed,” agreed Sarah Block, SVP and Creative Director of Leo Burnett, and member of the 2015 Hatch Awards jury. “And it’s for all the reasons that I got into this business for and that I love seeing. Which is a smart idea, beautifully executed, for a good cause, makes a good point, does something for people, and I think for any creative who are attached to these, they’ve done that, and it makes you feel really proud. “
By the end of the night, 195 Gold, Silver, and Bronze Awards were presented to ad agencies, in-house creative shops, and students. For a full listing of this year’s judges, winners, and their accompanying work, visit www.theadclub.org/hatch55.
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ABOUT THE AD CLUB
The Ad Club is the trade association for the companies at the intersection of technology and branding. Focused on networking, education, professional development, advocacy, and diversity, The Ad Club presents over 40 events and programs every year. Legacy events like the Hatch Awards, Women’s Leadership Forum, Media Auction, and Rosoff Awards run side-by-side with the latest in new media and the digital landscape. The Ad Club’s membership represents the best in class advertising agencies, media companies, and brands in the New England region. For more information on The Ad Club visit www.adclub.org
