2020 American Advertising Awards

A very important date!

We work in a wonderland of sorts. We drudge through the nonsense, grow, shrink, continuously adjust, and work together to transform possibilities into reality.

One of the best-known and most popular works of English-language fiction, Alice’s Adventures in Wonderland (the original title) has been enormously influential in both popular culture and literature. The enchanting tale plays with a- variety of themes and motifs, giving the story lasting popularity. It’s use of various allegory provides a wealth of inspiration to pull from.

Wonderland itself is an allegory for life. Growing up, loss of imagination, self-identification, dreams. These are all, thematically, representative of ourselves and the industry as a whole.

The Concept

Our industry IS wonderland. As creatives, our job is to imagine all the possibilities—to jump into the rabbit hole, see what we can discover, then shrink and grow until we’ve got it just right. We are the wonderland creatures—like the white rabbit who’s late for a meeting, the coy Cheshire cat giving direction, the caterpillar who gives advice on identity, the difficult-to-please Queen of Hearts. Together, we weave stories that captivate audiences and help our clients reach them.

The industry grows and evolves like Alice—as do we. Alice in Wonderland is a story about growing up. Throughout the book, Alice shrinks and grows after eating and drinking various potions and cakes, always struggling to be the right size. This reflects how our industry has grown, evolved, and changed, and how we must adapt and evolve along with it. What’s more, as the AAFB celebrates its 100th anniversary in 2020, this story of creative evolution and growth is particularly fitting and will be a featured motif throughout the ramp-up to the show itself.

Curiosity fuels us. A core theme in Alice’s story is curiosity—it’s what leads Alice during her enchanting dream through Wonderland. Likewise, curiosity is the cornerstone of our industry…it connects us all. It’s what drives us to do what we do, as we continue to seek out new and innovative ways to deliver inventive solutions and strategies.

Making sense of nonsense. In wonderland, what appears as one thing soon becomes its opposite. Throughout the story Alice attempts to apply rationality to her situations. As random and unpredictable as wonderland is we are looked as sort of the Cheshire Cats of the industry. Giving wisdom and direction, making sense where there some-times is none.