The Adrienne Arsht Center wins 8 Hermes creative awards
May 25, 2016 | Digiday | by Broadway World Miami
The Adrienne Arsht Center for the Performing Arts of Miami-Dade County has been recognized by Hermes Creative Awards with eight awards in the 2016 international competition. The Center received three platinum and two gold awards as well as three honorable mentions for its communication and design strategies in various campaigns, including Lookingglass Alice, Vibrant @10, AileyCamp Miami and season brochures.
“We’re very honored by the recognition the Center has received and thank our team for all their dedication to our cause,” said Andrew Goldberg, vice president of marketing at the Arsht Center. “We strive to ensure that everything we share with the community reflects the immense talent and artistic beauty that frequents our stages throughout the year.”
Platinum awards
TV Ad category, Lookingglass Alice: The Center’s TV spot for the show, a circus-infused, modern retelling of “Alice in Wonderland”, was produced in collaboration with Cinevative and ran more than 2,000 times on major networks and cable stations over the course of six weeks.
Direct Mail Piece category, Spring Season Brochure: Designed by hi-gloss, a Miami-based advertising and marketing agency, the catalog covered the 2015-16 season, including performances, education and community programs, fundraising and institutional activities and other special events.
Direct Mail Piece category, Fall Season Brochure: Also a collaboration with hi-gloss, the 30-page catalog was distributed to more than 200,000 households and businesses, as well as inserted in numerous local and national publications.
Gold awards
Outdoor category, Lookingglass Alice: The artwork spanned six columns at over 7 feet tall in the Miami International Airport baggage claim for a total of eight weeks.
Specialty Item category, Vibrant @10: To commemorate the Center’s 10th anniversary season, it featured a temporary re-design of the Arsht Center logo on the campaign’s marketing materials, such as the Stress “A” ball, which received this award.
Honorable mentions
Nonprofit category, AileyCamp Miami: The Center collaborated with Reel Media HD to create a video on its summer dance program that offers scholarships to children from some of Miami’s most underserved neighborhoods. The video’s messaging aligned with the 2015 camp’s theme of gratitude and received more than 1,500 YouTube views and is currently on rotation on Miami-Dade TV.
Outdoor category, Vibrant @10: The campaign that celebrated their 10th anniversary season received recognition for Metromover wraps that included the temporary logo redesign.
Advertising Campaign category, Vibrant @10: The Center was honored for its online and print advertising for the OOH (Out-of-Home) shelter, Metrorail strip and Metromover wraps as part of the Vibrant @ 10 campaign.
Specialty Item category, Vibrant @10: The Center was recognized for its 10th Anniversary Lapel Pins, which were created among various promotional items to commemorate the anniversary.
The Hermes Creative Awards is an international competition for the best in traditional, digital and emerging technologies in marketing and advertising. Entries come from corporate marketing and communications departments, advertising, production and design agencies, as well as web and digital creators.
The Center continues to be recognized for its advertising and marketing campaigns over the years and has won more than 40 ADDY Awards since 2009. The ADDYs are the most significant awards competition in the industries, with more than 60,000 entries annually.
