CHARLOTTE, N.C. — Eric Mower + Associates was named Tuesday to the shortlist for a CLIO Award, which celebrates creative excellence in marketing. Winners will be announced the week of Sept. 14.
EMA was recognized in the Digital category for Domtar’s “Project Learning Curve,” an effort to increase focus on handwriting and the research that shows how much it benefits students. As part of Project Learning Curve, EMA created the world’s first handwriting tracker—an app the agency conceived and worked on with software developers to connect a digital pen to paper. Just like wearable fitness trackers encourage people to exercise their hearts by tracking their miles, the Project Learning Curve app encourages students to exercise their brains through handwriting. It also allows teachers to monitor what students write on paper, gauge how much time is spent handwriting in class and at home, and set classrooms goals for students, such as writing enough characters to cross the Golden Gate Bridge.
The CLIO judging process is known for its democratic approach to recognizing creative excellence. Fewer than 20 percent of submissions, within a media type, survive the first two rounds, from which juries re-evaluate the work to determine Gold, Silver and Bronze statues along with the Shortlist. Less than 5 percent of all entries receive a statue, and less than 1 percent receive the coveted Gold CLIO. Each jury also has the option of awarding the highest honor, the Grand CLIO, to one truly exceptional piece of work in each media type from the chosen Gold statue winners.
This marks the latest honor for Project Learning Curve. The work won a Silver Lion in June at the Cannes Lions International Festival of Creativity, the world’s most prestigious annual advertising and communications awards honoring marketing excellence. It also won a Merit Award in April for Product and Mobile Integration from The One Show, one of the world’s most respected competitions recognizing the best creative work in advertising, interactive, design and branded entertainment.
Parents and teachers can learn more about Project Learning Curve and watch a short video at www.paperbecause.com/projectlearningcurve. Anyone with the Anoto pen can also download the free app. Here’s where to buy the pen and where to download the application.
“Research shows handwriting is an essential skill, but in the digital age, a growing number of schools have eliminated it from the curriculum,” said EMA Creative Director Patrick Short. “Project Learning Curve is a fun way for students, parents and teachers to focus on writing while also illustrating how students have the best chance of success when print and pixels complement each other in the classroom.”
Project Learning Curve is part of Domtar’s PAPERbecause campaign, which showcases the effectiveness and sustainability of paper. Since its launch in 2010, the campaign has been profiled in The New York Times, featured on the front page of USA Today, honored by readers of Newsweek, written about in Communication Arts and a series of videos done as part of the campaign has been viewed more than half a million times on YouTube.