SANTA ANA, Calif. (May 20, 2015) — Yokohama Tire Corp.'s (YTC) “I Am Yokohama” TV advertising campaign has picked up a bronze, local-level ADDY Award in the products category from the American Advertising Federation (AAF) of Orange County.
The “I Am Yokohama” campaign — designed by YTC's digital agency of record, Irvine, Calif.-based INK —includes two TV commercials that use computer-generated imagery to highlight various elements of tire components and design, a microsite and several touch points, including print, online and social media.
The local AAF ADDY Awards are the first of a three-tiered national competition conducted annually by the by the organization, which “recognizes and rewards creative excellence in the art of advertising, graphic design and Web design,” according to Yokohama. The ADDY Awards receive more than 40,000 entries every year, with winners selected based on creativity and effective messaging.
“We wanted to show people how much technology goes into Yokohama tires, in an original way, and we're pleased to be recognized for our efforts,” said Alan Holtschneider, YTC director of marketing. “We're always looking to utilize creative and innovative ad executions in our marketing initiatives.”
Todd Henderson, president of INK added that the agency is “thrilled to bring this campaign to life in a new and memorable way — by personifying the tire and allowing it to confidently tell its own story to the world.”