Mower work advances to the National American Advertising Awards


Alison Boghosian

Senior Account Executive, PR & PA Group

SYRACUSE, N.Y.—April 22, 2022—The American Advertising Federation has advanced three of Mower’s client campaigns to the national stage of the American Advertising Awards (ADDYs), the largest creative competition in the world with over 40,000 local entries competing in 200 markets coast to coast.

Mower, one of the country’s top independent marketing, advertising and public relations agencies, was recognized five times in the local Atlanta ADDYs and 15 times in the local Buffalo ADDYs, proving to have produced some of the best work entered in each respective market.

Three campaigns—ABB eMine™, ABB Adaptive Execution™, and WNY Ford Dealers Bronco Takeover—were then awarded at the district level, where winning local work competes with winners across multiple states. Mower’s Atlanta entries won in AAF District 7, which spans across five states, including Alabama, Georgia, Louisiana, Mississippi, and Tennessee. Mower’s Buffalo entries won in AAF District 2, which represents major markets like New York, New Jersey, Pennsylvania, Delaware, Maryland, and Washington, D.C. These campaigns will now advance to the final stage of the competition at the national level.

Details on Mower’s creative campaigns contending for national recognition include:

Client: ABB

Creative Campaign: ABB eMine

Awarded: Gold, Print Campaign (District), Silver, Print Campaign (Local), Bronze, Integrated Campaign (Local)

Mining is essential for a sustainable world, yet also accounts for up to seven percent of all greenhouse gas emissions. So, ABB has put its considerable experience and expertise to work transitioning mines from fossil fuel to all-electric and creating sustainable progress for today and future generations. Their purposeful solution—ABB Ability™ eMine—helps its mining customers reduce their carbon footprint by electrifying and automating their operations. The goal of the campaign was to promote eMine™ as at the forefront of sustainable mine operations by building recognition with bold and powerful messages. Mower worked with ABB and used compelling stats to link electrifying the mine to improving the air, ocean, trees and arctic ice, driving the point home through provocative split-screen images that seamlessly combine two worlds: one from the world of mining, one from the world beyond.

Client: ABB

Creative Campaign: ABB Adaptive Execution™

Awarded: Gold, B2B Campaign (District), Gold, B2B Campaign (Local), Silver, Video (Local), Bronze, Microsite (Local)

Projects in the energy industry are big and complicated, with multiple partners working independently, leading to cost overruns, schedule delays and undue stress. To address these issues, ABB developed a revolutionary end-to-end solution—ABB Adaptive Execution™—and challenged Mower with supporting the launch of the solution to engineers and project managers responsible for knitting together all the disparate parts of the process.

Mower realized that the five main attributes of the solution–vision, effectiveness, collaboration, agility and efficiency–all had exact parallels in the animal kingdom. The majesty of nature tells the story, and the campaign brought the idea to life with high impact, nature documentary-style videos teasing the launch of the solution, all telling the same story: to survive in today’s project management world, you must first learn to adapt.

Client: WNY Ford Dealers

Creative Campaign: Bronco Takeover at Riverworks, Buffalo

Awarded: Gold, Campaign (District), Silver, Single Installation (District), Gold, Ambient Media, Multiple Installations (Local), Gold, Ambient Media, Single Installation (Local), Silver, Direct Marketing (Local), Silver, OOH (Local)

Each summer, Buffalo RiverWorks welcomes thousands of concertgoers, zipliners and rock climbers looking for their next adventure—and their next vehicle to pursue it in. Enter the all-new Ford Bronco Sport 4×4, one of the hottest vehicles of the year and the ideal wall-crawler to take over Buffalo RiverWorks in way that not only stopped people in their tracks, but left tracks of its very own.

To celebrate the Bronco Sport’s off-road prowess, Mower created a gravity-defying building spectacular, making sure to warn the crowd not to attempt themselves. The ever-popular and challenging rock wall mapped out a truly Bronco-esque route—testing every climber’s mettle. Those who were “Bronco enough” got rewarded with a bounty of collectable postcards, a T-shirt, and a Bronco beanie. Finally, after all that climbing, patrons headed for the bar, and passed distinct Bronco Sport messaging on the stairs.  

About The American Advertising Awards

The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local ad club competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.

Conducted annually by the American Advertising Federation (AAF), the local phase is the first of a three-tier, national competition. Across the country, local entrants vie to win ADDY Awards – recognition as the very best in their markets. At the second tier, local American Advertising Award winners compete against winners from other local clubs in one of 15 district competitions. District winners are then forwarded to the third tier, the national stage of the American Advertising Awards.

About Mower

Mower is a digitally integrated independent marketing, advertising and public relations agency with professional staff concentrated in New York City, Chicago, Atlanta, Boston, Charlotte, Cincinnati, and Buffalo, Rochester, Albany and Syracuse, N.Y. Mower delivers strategic insights and counsel, digital solutions, smart creative and award-winning results to clients in a wide range of industries and service sectors. It has earned top industry accolades from Clio, Cannes and ANA B2 awards and is the only full-service agency ranked in Ad Age, B2B Marketing, PRWeek and Chief Marketer. Mower is part of two global agency networks—thenetworkone and IPREX—as well as the 4A’s.

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