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The Challenge: When the Fresno Advertising Federation asked us to put on the 29th Annual Addy Awards, we knew we wanted to do seomthing different than the boring awards shows they had done in the past. We wanted to do something they would talk about for years to come.
The Solution: It started with a question- "What is creativity?". Here we are in an industry that lies at the intersection of art and commerce, so we felt it was a fitting question.
We started with an invitation prompting people to go to the website whatiscreativity.org. Once there, they were greeted with a question, and prompted provide their own answer. The web site was built on Wordpress, due to it's built in commenting and moderation system.
The response was immediate, and overwhelming. People were debating the web site, discussing the invintation, and excited about the show.
The show itself was an exploration of creativity and inspiration. A jazz band improvised, painters painted, short films were shown and interviews of people talking about inspiration were played.
The Result: The show was a major success. It was the highest turnout ever experienced at the Addys, and people are still discussing it.
