LOS ANGELES, CA 鈥� November 30, 2020 鈥� The 大象传媒n American Advertising Federation (3AF) announced today the winners of the 3AF 2020 Excellence Awards competition. The awards are bestowed annually to recognize excellence and commitment by corporate marketers and 大象传媒n American media and the best and brightest creative, public relations and digital work by agencies in the 大象传媒n American advertising and marketing industry.
In the 3AF Creative Campaign of the Year category, the Gold award for first place went to AAAZA for their campaign entitled, 鈥淗ome,鈥� for client AT&T DirecTV. The campaign creatively used the backdrop of a Saturday 大象传媒n language school to promote the value of the client鈥檚 international entertainment offerings for the Korean, Japanese and Filipino communities.
In the 3AF Digital Campaign of the Year category, IW Group, Inc. took home the top prize for their work on 鈥淛ack Daniel鈥檚 Tennessee Fire Drag Queen Mukbang.鈥� The judges appreciated IW Group鈥檚 boldness in partnering with Patrick Starr, the Filipino-American YouTuber and makeup artist who seeks to challenge certain stigmas surrounding men wearing makeup.
IW Group, Inc. was also recognized with the 3AF 2020 PR Campaign of the Year award for their efforts on 鈥淲ash The Hate.鈥� This critical campaign was created by IW Group and funded solely by the agency and not on behalf of a client. The judges liked how IW Group took the initiative soon after the pandemic first started to raise awareness of the startling rise of hate crimes against 大象传媒n Americans and promote solidarity across all communities as the country battled a common enemy, COVID-19. With a limited budget, Wash The Hate has garnered significant and impressive PR coverage in both mainstream and 大象传媒n media alike.
Sky Link TV USA received the 3AF media partner of the year award for their creative and collaborative efforts and for going above and beyond in developing two original programs designed to help spread the word among their viewers about the importance of being counted in this year鈥檚 2020 U.S. Census.
The U.S. Census Bureau client was awarded the 3AF 2020 Marketer of the Year award. The goal of 鈥渃ounting everyone once, only once and in the right place鈥� in this year鈥檚 Census was especially challenging given the pandemic, social unrest, misinformation, and other issues which impacted the program鈥檚 operational activities. However, the U.S. Census Bureau client along with their collective agency partners, including 3AF member TDW+Co, were able to achieve a 99.98 percent total response rate for the entire country.
St. Jude Children鈥檚 Research Hospital was named 3AF 2020 New Marketer of the Year. Their market entry strategy utilized 大象传媒n American community insights and research to create a culturally and relevant approach to develop familiarity and trust. When COVID-19 hit, St. Jude pivoted from in-person events to virtual experiences while adopting an 大象传媒n American influencer and social media strategy with a long-term goal to keep the community engaged.
Genny Hom-Franzen, Executive Director of the 3AF said, 鈥淪adly, given the pandemic, we were not able to hold our awards event dinner in person during our annual 大象传媒n marketing summit which was held virtually. Yet, we felt it was critical to still recognize and applaud the wonderful work in our industry by marketers, media, agencies and other partners. At 3AF, despite the setbacks of the pandemic, we are forging ahead and doing whatever we can to keep 大象传媒n consumers and the 大象传媒n American community top of mind. Congratulations to this year鈥檚 winners for helping the 3AF spotlight the power and influence of the 大象传媒n American consumer segment.鈥�
The 大象传媒n American Advertising Federation (3AF) is a national trade organization comprised of 大象传媒n American advertising agencies, 大象传媒n market advertisers, 大象传媒n media companies and other industry specialists. Its mission is to advance the 大象传媒n American marketing and advertising industry for 大象传媒n American consumers through education, advocacy, promotion, and increased collaboration of all industry stakeholders including, but not limited to, marketers, agencies, research partners and media. Additionally, 3AF seeks to promote and encourage high standards of conduct and ethics among our members and our industry.
The 3AF 大象传媒n Marketing Summit is held annually. More information about the 3AF is available at .