Going Back to Cali: The ADDYs Update

Anaheim, Ca.— Tuesday night in Anaheim, California, Jacksonville Beach based ad agency, Adjective & Co., took home two of the most prestigious awards in advertising at the 2016 National American Advertising Federation Awards Show. The AAF judges sorted through 40,000+ submissions and awarded Adjective & Co. two gold ADDYs for their branding and design work for Whalebone Magazine. Other winners of the prestigious gold award include nationally recognized advertising campaigns such as the Allstate Mayhem Social MediaREI #optoutside and Subaru’s Bucket List.

To be mentioned in the same breath as some of the best brands and creative work in the country is incredible” said Autumn Berrang, agency president and co-founder, “but we truly feel this award is representative of not only Adjective & Co., but the amazing things happening in Jacksonville over the past few years. Our goal every day is to raise the standard of branding and design coming out of our community. Whalebone is a great example of that.

Adjective & Co., headquartered in Jacksonville Beach, Florida, now with an office in New York, has taken an innovative approach to branding—building modern brands through unconventional advertising, social media influencing and digital strategies for brands like THE PLAYERS Championship, Red Bull, NBA and other national, regional and local clients.

Their work on Whalebone, a coastal lifestyle brand and media company based in Montauk, New York, is what won them the ADDYs. In 2015, Adjective & Co. partnered on the new endeavor, creating the branding, publication design, web and social media for the rapidly growing company. The response to the work has been exceptional, with the brand being featured in the New York Times, New York Post, PSFK and AdWeek in their first year of business. Whalebone’s success is largely due to Adjective’s unique approach of fully designing all client ads—local and national—to match the brand’s aesthetic and allow for a cohesive reader experience. Adjective & Co. calls this approach ‘submersive media,’ a concept they pioneered as a way to help Whalebone maintain their brand identity and differentiate in a crowded media market.

“It’s so cool to see Adjective and Jacksonville recognized on such a huge national platform. This just shows that the traditional model doesn’t cut it anymore and brands have to adapt in a world that hates advertising. The new ‘submersive’ approach we are taking with Whalebone is working, and is part of the future of the industry.” says Taylor Harkey, co-founder and Executive Creative Director.“ We couldn’t be more excited to bring this win home for Jacksonville.