Southern California agency wins 20 OC ADDY® Awards, including top honors for its “Bigger Than Us” music video for client JBL
Published on, March 24, 2016
Amusement Park nabbed 20 OC ADDYs at tonight’s Orange County American Advertising Awards including “Best in Show” honors for a groundbreaking music video responsible for single handedly advancing the civil rights conversation.
Not bad for the first year that the newly formed agency – a 2015 merger of L.A.’s Amusement Park Entertainment and Orange County’s 27-year-old DGWB Advertising & Communications – was eligible to compete under the Amusement Park banner.
In addition to the night’s most prestigious award for its “Bigger Than Us” integrated music video for client JBL, Amusement Park took home three Gold, five Silver and 11 Bronze OC ADDYs at the annual Awards Gala sponsored by the Orange County Chapter of the American Advertising Federation to recognize the best in Orange County advertising.
According to OC ADDY Judge Kat Gordon, founder and creative director of Maternal Instinct of Palo Alto, Calif., and founder of The 3% Conference, “Bigger Than Us” was singled-out because it went beyond traditional advertising. “There was a lot of exceptional work entered in this year's ADDYs competition. But what made ‘Bigger Than Us’ stand out as Best of Show was that it not only captured a very specific time in U.S. history, but showcased a decisive turning point via images and lyrics.”
“It felt bigger than advertising – more like an anthem for civil rights,” Gordon said. “It's a stunning assembly of footage, artfully and masterfully compiled into a story worth watching again and again.”
Created as a socially relevant follow-up to the agency’s “Listen in Color” Christmas Day TV commercial for the JBL Pulse 2 speaker, “Bigger Than Us” debuted during a MLK Day broadcast of NBA on TNT and ultimately generated more than 500 million impressions – equal to three Super Bowl viewing audiences – without paid media. The video combined an original track by producer John Alexis and sample from an original Bootsy Collins song with rap and lyrics by Damian Lillard (aka Dame D.O.L.L.A.) of the Portland Trailblazers and a chorus performance by Epic artist Paul Rey.
“An off-the-skillet showing at the OC ADDYs including Best of Show honors is a good indicator of where Amusement Park is headed locally and nationally,” said Jimmy Smith, the agency’s chairman and chief creative officer. “ ’Bigger Than Us’ gave us the chance to extend the love we felt from the JBL spot and Dame’s original track to create a video that took MLK Day and the nation by storm.”
“Of course, none of it would be possible without the visionary clients at Harman International,” Smith added. “Ralph Santana (Global CMO), Kheri Tillman (VP, Global Brand Development), Aaron Simon (Global VP, Talent & Entertainment Relations) and Sean Kapoor (VP Global Brand Marketing) are truly dope clients.”
Amusement Park’s 2016 OC ADDY awards include the following. Amusement Park Entertainment, the sister company to Amusement Park, also won a Silver OC ADDY Award for its “Listen in Color” commercial.
Best of Show
JBL “Bigger Than Us” Video
Professional Gold Awards
JBL “Bigger Than Us” Video
JBL “Bigger Than Us” Music with Lyrics
Amusement Park Business Cards
Professional Silver Awards
JBL “Listen in Color” Internet Commercial (Amusement Park Entertainment)
LA County Fair “Natural High” Local TV Commercial
LA County Fair “Natural High” Magazine Ad Campaign
California Avocado Commission Integrated National Campaign
California Avocado Commission Magazine Ad Campaign
Professional Bronze Awards
LA County Fair “Natural High” Music with Lyrics
LA County Fair “Natural High” Integrated Local Campaign
California Avocado Commission Internet Commercial
California Avocado Commission Transit Ad
Wienerschnitzel “Kinda German” Regional/National TV Commercial
Wienerschnitzel “Kinda German” Social Media Campaign
Wienerschnitzel Packaging Campaign
Nekter Juice Packaging
Working Wardrobes Outdoor Campaign
Hope Builders Newspaper Ad
Amusement Park Holiday E-Card