MX Award Winners


Grand MX Campaign of the Year

DuClaw Brewing Company

In early 2019, DuClaw formed a collaboration with Diablo Doughnuts. DuClaw created ‘Sour Me Unicorn Farts,’ a recreation of Diablo’s vanilla-frosted doughnut dipped in Fruity Pebbles cereal called ‘Unicorn Farts.’ For their 2020 rerelease, DuClaw wanted to create a new campaign that brought a fresh spin to continue to grow interest in the beer. Inspired by Lizzo, who posted an epic photo of her laying in a bathtub full of Skittles, DuClaw recreated the shot with Fruity Pebbles, donuts, and beer.

(Additional Credits: Rachel Bradley, Photographer & Social Media Manager at DuClaw Brewing Company; Tyler McCoy, Lead Designer at DuClaw Brewing Company)


Runner-Up Campaign of the Year

Howard Bank (Agency: Gigawatt Group)

Howard Bank wanted to reposition their brand as the go-to banking partner within the Greater Baltimore Business community. Their merger with First Mariner Bank represented an opportunity to build on the strengths of both banks to build brand awareness among their target audiences. Gigawatt crafted a brand architecture that resonated with both internal and external audiences.

(Additional Credits: Erica Starr, Director of Marketing, SVP at Howard Bank; Owen Lang, Creative Director at Gigawatt Group; Stuart Granger, Copywriter at Gigawatt Group; Orlando Trott, Digital Strategist at Gigawatt Group; Amir Mishani, Senior Web Developer at Gigawatt Group | Video Credits: Owen Lang, Director; Kyle Deitz, Director of Photography; JP Hertel, Editor; Liz Norton, Executive Producer; Dave Willis, Producer | Print Credits: Ellis Kaler, Print Design; JP Hertel, Additional Design)

2nd Runner-Up Campaign of the Year (Tie)

Smithsonian (Agency: Beyond Definition)

The Smithsonian Arts + Industries Building has not been used since 2004. With a plan to reopen for The Future Project exhibit, the Smithsonian needed a flexible identity with a dual-purpose logo that served the needs of both fundraising and promoting The Future Project’s mission. With their creative and strategic thinking, Beyond Definition delivered a revamped Smithsonian Arts + Industries Building brand identity to instill its former glory back into the awe-inspiring brand.

(Additional Credits: Jen Fose, Creative Director at Beyond Definition; Alex Blair, Director of Brand Strategy at Beyond Definition)

Hartman Executive Advisors

Hartman Executive Advisors is an independent technology advisory firm that works with business and nonprofit leaders to align IT solutions with business goals and strategy. Hartman needed to find a way to quickly summarize the most important information about their business in a simple, one-page document. Upon development, the document immediately became their go-to handout.

(Additional Credit: Tom Couteau, Undertow Creative)


Integrated Marketing Campaigns

Best B2B Campaign of the Year

BGE (Agency: ICF)

BGE’s Small Business Energy Solutions Program (SBES) offers small businesses and nonprofits turnkey solutions to improve energy efficiency at a reasonable cost. In January 2019, BGE launched a strategic, multi-platform marketing campaign to engage new potential participants and re-engage past participants with the new measures available. In 2019, the program achieved 142% of its annual savings goal, serving 2,643 participants.

(Additional Credits: Matt Buecker, Manager at BGE; Amber Williams, Senior Marketing Specialist at BGE)


Best B2C Campaign of the Year (Tie)

Baltimore Police Department (Agency: idfive)

In partnership with the Baltimore Police Department and the Mayor of Baltimore’s Office of Performance and Innovation, idfive developed the recruitment campaign, “A Force for Good.” The campaign’s creative eschews traditional police recruitment messages in favor of highlighting the professional benefits and positive social impact that comes with being a Baltimore police officer.

(Additional Credit: Kapowza)

Sheppard Pratt (Agency: Weber Shandwick)

Weber Shandwick was tasked with driving a consistent stream of qualified prospects to the admission’s team at The Retreat, a residential program of Sheppard Pratt. Using multiple channels, Weber Shandwick approached the nuanced and personal subject of mental health residential treatment with the sensitivity and person-first messaging that reflect Sheppard Pratt’s core values.


Best Event Marketing Campaign of the Year

Kiddie Academy (Agency: Havas Formula)

With the holiday season on the horizon, the “Gift of Character” campaign was created to deliver a crucial message during a time of year when consumerism reigns supreme that the best gift we can give our children is the gift of character.


Best Nonprofit Campaign of the Year

Goodwill Industries of the Chesapeake, Inc.

Goodwill is always looking for ways to share their mission with the community. People know their stores. They don’t always know their stories. “What the World Needs Now is More Goodwill,” featuring rapper DDM, shares their mission in an engaging way: a shopping experience that turned into much more.

(Additional Credits: Darren Durlach, Director at Early Light Media; Paul Wolman, Founder of Wolman Edge)


Digital / Interactive

Best Email Marketing Campaign of the Year

Outback Steakhouse (Agency: Response Labs)

Online ordering can be more convenient and feasible than dining out at a restaurant. Response Labs wanted to push Outback Steakhouse loyalty customers to order online on a weekend night to relieve themselves of the burden of cooking and be the hero of their house.


Best Social Media Campaign of the Year

BGE

From June 1st, 2019 through June 21st, 2019, the official first day of summer, BGE launched its 21 Day Summer Solstice giveaway on Facebook. The purpose was to generate awareness of BGE’s My Account online tools, Energy Savings Days, and energy alerts. The contest received as many as 205 likes, 20 shares, and 107 comments for a single social media post.


Best Video Marketing Campaign of the Year

Transurban (Agency: Beyond Definition)

In early 2019, Transurban tapped Beyond Definition to provide a campaign and creative strategy to launch the coming 395 Express Lanes. With a driving message of “Why worry? Drive happy,” the video worked to generate awareness, educate, and persuade drivers to choose the 395 Express Lanes when they opened in November 2019.

(Additional Credits: Amanda McCarthy, Director of Marketing at Beyond Definition; Jen Fose, Creative Director at Beyond Definition)


Best Single Unit Digital Advertisement Campaign of the Year

BGE (Agency: ICF)

Imagine an ad that behaves like an app. The idea behind BGE’s Lighting High Impact Display Ad was to develop an ad-based tool for customers to use on their mobile devices to guide them through the process of picking the right LED for their space. As the LED Finder demonstrates, BGE continues to be a leader in creative innovation, exploring new ways to add value for customers.

(Additional Credits: ICF Next and Undertone)


Best Digital Marketing Campaign of the Year

Maryland Auto Insurance/FineFix

Maryland Auto was tasked by the Maryland Legislature to execute an amnesty program that would allow eligible drivers to pay 20% of their outstanding uninsured driving fines and have the remaining 80% waived. This program, called “FineFix,” resulted in 23,440 participants enrolling in the program, clearing over $37M in debt.

(Additional Credit: Planit)


Print

Best Single Unit Print Advertisement Campaign of the Year

Tiny Jewel Box (Agency: KLUTCH)

Tiny Jewel Box wanted to create a unique and memorable holiday direct mail piece that would help drive traffic online and in store during December. KLUTCH chose tactical materials and applied creative print techniques to create a haptic experience that stayed true to the Tiny Jewel Box brand: Luxurious, unique, and memorable.


Best Print Advertisement Campaign of the Year

Maryland Auto Insurance/FineFix

For their “FineFix” campaign, Maryland Auto identified several English and Spanish language publications that reached outside of their traditional messaging footprint to areas with large populations of their target audience. This print campaign was part of a larger, integrated campaign that resulted in 23,440 participants enrolling in the program, clearing over $37M in debt.


Best Direct Mail Campaign of the Year

Towson University

Every year thousands of prospective undergraduate students are admitted to Towson University. In order to matriculate the highest yield of freshmen to the incoming 2020 class, TU knew their best chance to influence these digital-native students, was to take a decidedly non-digital approach — sending pairs of socks. The socks quickly became a highly-desired item and requests for ‘how can I get a pair of those?’ started coming into their team before the piece even finished production.

(Additional Credits: Michelle Stidham, Senior Designer at Towson University; Tasha Lloyd, Creative Services Coordinator at Towson University)


Elements of Marketing

Best New Brand Identity Campaign of the Year

Howard Bank (Agency: Gigawatt Group)

Following their merger with First Mariner Bank in 2018, Howard Bank was looking to reposition the brand as the go-to banking partner within the Greater Baltimore Business community. Gigawatt developed a rollout campaign which used Howard Bank’s own customers to tell their brand story — renewing their commitment to building lasting legacies, for the businesses, their families, and the communities they serve.

(Additional Credits: Erica Starr, Director of Marketing, SVP at Howard Bank; Owen Lang, Creative Director at Gigawatt Group; Stuart Granger, Copywriter at Gigawatt Group; Orlando Trott, Digital Strategist at Gigawatt Group; Amir Mishani, Senior Web Developer at Gigawatt Group | Video Credits: Owen Lang, Director; Kyle Deitz, Director of Photography; JP Hertel, Editor; Liz Norton, Executive Producer; Dave Willis, Producer | Print Credits: Ellis Kaler, Print Design; JP Hertel, Additional Design)


Best Rebrand Campaign of the Year

MK Consulting Engineers (Agency: Duckpin)

MK Consulting Engineers is a woman-owned firm that specializes in civil engineering, landscape architecture, and cost estimating. Before working with Duckpin, the client felt they were being viewed and considered for projects only within the state of Maryland. To change this perception, MK Consulting Engineers aspired to increase their profile out of state and better communicate the impact of their services and capabilities.

(Additional Credits: Chad Birenbaum, Creative Director at Duckpin; Zach Inscho, Web Developer at Duckpin)


Best Marketing Collateral Campaign of the Year

Zahlco Development (Agency: AMF Creative)

Zahlco’s revolutionary approach to real estate – an immersive urban experience, beyond simple living spaces – required a website that concisely yet completely embodies their passion. AMF needed to create a captivating, contemporary website designed to attract city dwellers who seek a residence that provides modern conveniences, amenities, and accessibility.


Best Market Research Campaign of the Year

Maryland Auto Insurance/FineFix

Maryland Auto needed to create a profile of eligible debtors and their media consumption habits that could inform their marketing efforts. Leveraging access to additional MVA databases and data from Resonate, Maryland Auto was able to generate a comprehensive profile of FineFix debtors. This profile, as well as lookalike audiences built using Facebook and Google ad-tools, informed the development of their campaign assets and placement of their paid media investments.

(Additional Credit: Planit)


Best Marketing Technology Campaign of the Year

Constellation (Agency: Weber Shandwick)

Constellation aimed to take full advantage of their newly implemented Salesforce CRM software and integrated Pardot marketing automation platform to better align sales and marketing teams, gain insight into customer data, and better measure ROI. Results included over 50 unique marketing campaigns reaching more than 40,000 contacts for prospecting efforts and monthly emails reaching approximately 30,000 contacts as a part of their retention program with engagement rates that exceeded industry averages.


Our Sponsors

Platinum

HBP

Gold

Loyola University of Maryland Sellinger School of Business

Silver

R2i
Response Labs

Bronze

Mindgrub
Neenah
Sappi

In-Kind Partners

Adam Yosim Voiceovers
Beyond Definition
Coyle Studios
Crown Trophy
Fifteen4
SR&B
Storyfarm