SC Education Lottery scholarship stories win big at the 2016 ADDY Awards
March 2, 2016
Mad Monkey wins Best in Broadcast and Best in Show
With a television campaign showcasing the actual stories of three recipients of SC Education Lottery scholarships, Mad Monkey was awarded Best in Broadcast and Best in Show—along with six other Gold ADDYS, and two Silver ADDYS—at the 2016 ADDY Awards sponsored by the American Advertising Federation of the Midlands.
The SC Education Lottery’s “Live Beyond Words” campaign profiled current and former South Carolina college students Leslie Bruce, Tameeka Wallace and Stephen Shuford who were all recipients of SC Education Scholarship funding that had helped transform their lives and careers. Family members and colleagues who shared in the student stories were also featured in the spots, including Tameeka’s grandmother, Barbara Benton; Leslie’s geology professor, Dr. David Barbeau; and Stephen’s boss and CEO, Dr. Matthew Gevaert of KIYATEC.
“Once we found three great stories, the challenge became giving them the credence they deserved in a way that would defy a traditional testimonial commercial,” said Lorie Gardner, CEO and President of Mad Monkey. “After spending time with our top candidates, the answers found us: What if we try and capture how a lottery scholarship impacts each life — using only visuals.”
Gardner said the next step was selling the idea to the client.
“When Mad Monkey explained the concept for the commercials, I knew it was a very unique approach and that’s exactly what was needed and wanted,” said Paula Harper Bethea, Executive Director of the SC Education Lottery. “I’m so happy these commercials were acknowledged, because they are true stories which deserve to be heard,” Bethea added. “And with over $4 billion lottery dollars awarded to education since 2002, we’re certain there are a lot more stories out there.”
All three of the beneficiary stories won Gold ADDYs, and ultimately Best in Broadcast and Best in Show, plus one more Gold ADDY for original music.
Mad Monkey also received a silver ADDY for “Baby Talk,” a PSA raising awareness about ABC Quality Care, a division of the South Carolina Department of Social Services, as well as a Gold ADDY for the Mad Monkey website, and a Silver ADDY for the Mad Monkey business card.
To view the winning spots, visit the following links:
SCEL “Live Beyond Words”
https://vimeo.com/139588284
https://vimeo.com/139588371
https://vimeo.com/139588127
ABC Quality “Baby Talk”
https://vimeo.com/124524606
For more information about Mad Monkey, visit gomadmonkey.com.
