the american advertising awards 2017 district 3 … fileaaf district 3 represents the clubs of north...

THE AMERICAN ADVERTISING AWARDS2017 DISTRICT 3 WINNERS BOOK

SPECIAL JUDGES6

BEST OF SHOW4

GOLDS8

SILVERS19

STUDENT BEST OF SHOW26

STUDENT GOLDS28

STUDENT SILVERS34

THE JUDGES37

SPECIAL THANKS40

THE DETAILSThe American Advertising Awards, formerly the ADDYs, is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club (Ad Club) competitions. The mission of the American Advertising Awards competition is to recognize and reward the creative spirit of excellence in the art of advertising.

Conducted annually by the American Advertising Federation (AAF), the local Ad Club phase is the first of a three-tier, national competition. Concurrently, all across the country, local entrants vie to win ADDY Awards - recognition as the very best in their markets. At the second tier, local ADDY winners compete against winners from other local clubs in one of 15 district competitions. District ADDY winners are then forwarded to the third tier, the national stage of the American Advertising Awards. Entry in your local Ad Club competition is the first step toward winning a national ADDY.

Entering the American Advertising Awards supports the entire advertising industry, because the AAF and its local and district affiliates use the proceeds to enhance advertising through programs such as public service, internships, advocacy groups, advertising education, and consumer awareness.

Selection of the most creative entry in each category is affected by a scoring process in which a panel of judges evaluates all creative dimensions of every entry. A GOLD ADDY is recognition of the highest level of creative excellence and is judged to be superior to all other entries in the category. Entries that are also considered outstanding and worthy of recognition receive a SILVER ADDY. The number of awards given in each category is determined by the judges, based on the relative quality of work in that category.

AAF District 3 represents the clubs of North Carolina, South Carolina and Virginia and is dedicated to serving members by protecting and advancing advertising interests, including the freedom to truthfully advertise legal products.

BEST OF SHOWPROFESSIONAL

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BEST OF SHOWHMH AGENCYClient Company: Palmetto BluffTitle: Savannah Airport Takeover

Credits:Kathy Valenti, CopywriterTeddy Shipley, Art Director, Copywriter, Creative DirectorShawn Kelley, Art Director, Copywriter, Creative DirectorJenn Hausman, Media Planner/BuyerKeith Lanpher, PhotographerKevin Prenoveau, Account ExecutiveDonna Forbes, Account ExecutiveLauren Blumenshine, Project Manager

SPECIAL JUDGES AWARDPROFESSIONAL

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SPECIAL JUDGES AWARD

BOONEOAKLEYClient Company: Writers for a Progressive North CarolinaTitle: HB2 U, Pat

Credits:David Oakley, Creative DirectorEric Roch von Rochsburg, Design DirectorMary Gross, Senior CopywriterAshley Neel, Digital DirectorHeather Nikoncyk, Agency Producer

GOLD ADDY AWARDSPROFESSIONAL

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GOLD ADDY WINNERS

BOOK DESIGN NEWSPAPER ADVERTISING, FULL PAGETHE REPUBLIK BOONEOAKLEYClient Company: FHITitle: LITTLE BOOK OF BIG IDEAS

Credits:Robert Shaw West , Creative DirectorMatt Shapiro, Assistant Creative DirectorLuke Rayson, Art Director & Designer

Client Company: Writers for a Progressive North CarolinaTitle: HB2 U, Pat

Credits:David Oakley, Creative DirectorEric Roch von Rochsburg, Design DirectorMary Gross, Senior CopywriterAshley Neel, Digital DirectorHeather Nikoncyk, Agency Producer

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GOLD ADDY WINNERSAMBIENT MEDIA, SINGLE INSTALLATION POSTER CAMPAIGNHMH AGENCY ERWIN PENLANDClient Company: Palmetto BluffTitle: Savannah Airport Takeover

Credits:Kathy Valenti, CopywriterTeddy Shipley, Art Director, Copywriter, Creative DirectorShawn Kelley, Art Director, Copywriter, Creative DirectorJenn Hausman, Media Planner/BuyerKeith Lanpher, PhotographerKevin Prenoveau, Account ExecutiveDonna Forbes, Account ExecutiveLauren Blumenshine, Project Manager

Client Company: Denny’sTitle: Denny’s LA + NYC Poster Series

Credits:Erwin Penland Team

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GOLD ADDY WINNERSOUT-OF-HOME CAMPAIGN OUT-OF-HOME CAMPAIGNADAMS OUTDOORADVERTISING

CHERNOFF NEWMAN

Client Company: Urban NirvanaTitle: Urban Nirvana Massage

Credits:Brandon Sweeney, Art DirectorDave Barry, DesignerTodd Turner, Creative Director

Client Company: Piggly WigglyTitle: Pig 100th Campaign

Credits:Chernoff Newman, agencyPiggly Wiggly, printing

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GOLD ADDY WINNERS

ADVERTISING INDUSTRY SELF-PROMOTION AMBIENT MEDIA

ONLINE FILM, VIDEO & SOUND CAMPAIGN

GROW

ELEVATION

Client Company: GrowTitle: Transparent Seas

Credits:Drew Ungvarsky, CEOJason Levesque, IllustratorEric Lohman, Creative DirectorEmily Young, DeveloperJordan Crisman, Lead ProducerZac Gittens, Producer

Client Company: Virginia529Title: Tuition Monster “Pre-Roll”

Credits:Aaron Dotson, Creative DirectorFrank Gilliam, Creative Director/Account ManagerC.J. Hawn, Art Director/Copywriter

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GOLD ADDY WINNERSCONSUMER CAMPAIGN-LOCAL

CLEAN DESIGNClient Company: Carolina BalletTitle: Carolina Ballet 2016 Season

Credits:Nikki Steeprock, Senior DesignerScott Scaggs, Chief Creative OfficerAlice Brady, Associate Creative DirectorMary Webster, Associate Creative DirectorTyler Northrup, Photographer

C AROL INA BALLET PRESENTS

S E P T E M B E R 2 0 1 6

Location: Fletcher Opera Theater For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787

Dancers: Lindsay Purrington, Ashley Hathaway, and Oliver Béres

Location: Raleigh Memorial Auditorium For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787

Dancers: Adam Chavis, Adam Schiffer, and Rammaru Shindo

N OV E M B E R 2 0 1 6



Dancers: Randi Osetek and Alicia Fabry

A P R I L 2 0 1 7



Dancers: Marcelo Martinez and Lilyan Vigo Ellis

M AY 2 0 1 7


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GOLD ADDY WINNERSCONSUMER CAMPAIGN-LOCALJACKSON MARKETING GROUPClient Company: Greenville Literacy AssociationTitle: GLA Spoiler Campaign

Credits:The Jackson Team

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GOLD ADDY WINNERSCONSUMER CAMPAIGN-NATIONALERWIN PENLANDClient Company: Denny’sTitle: Denny’s New Pancakes


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GOLD ADDY WINNERSINTEGRATED BRAND IDENTITY CAMPAIGN -LOCAL OR REGIONAL/NATIONAL

THE REPUBLIKClient Company: The Franklin HotelTitle: Franklin Hotel Identity

Credits:Robert Shaw West, Creative DirectorMatt Shapiro, Art Director & DesignerGeorge Lauinger, DesignerNeil Hinson, Copywriter

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RESPONSIVE DESIGN

GOLD ADDY WINNERS

STILL PHOTOGRAPHY, COLOR, SINGLE

BOYD PEARMAN PHOTOGRAPHY

WRAY WARD

Client Company: Rebel RecordsTitle: My Daddy’s Grass Album Cover

Credits:Richard Boyd, PhotographerLouisa Brancati, StylistAmy Pearman, Post Processing

Client Company: Coats North AmericaTitle: Coats: It’s All In The Details

Credits:Josh Ashton, Creative Director, DesignerJustin Holt, DeveloperScott Ellmaker, Copy DirectorJohn Manning , Development LeadBrad Hood, Account Lead

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GOLD ADDY WINNERSART DIRECTION

CLEAN DESIGNClient Company: Carolina BalletTitle: Carolina Ballet 2016 Season

Credits:Scott Scaggs, Chief Creative OfficerNikki Steeprock, Senior DesignerAlice Brady, Associate Creative DirectorMary Webster, Associate Creative DirectorTyler Northrup, Photographer

CAROL INA BALLET PRE SE N TS

S E P T E M B E R 2 0 1 6

Location: Fletcher Opera Theater For Tickets & Information: CarolinaBallet.com 919-719-0900 • Ticketmaster.com 800-982-2787

Dancers: Lindsay Purrington, Ashley Hathaway, and Oliver Béres


Dancers: Adam Chavis, Adam Schiffer, and Rammaru Shindo

N OV E M B E R 2 0 1 6

CAROL INA BALLET PRESENTS


Dancers: Randi Osetek and Alicia Fabry

A P R I L 2 0 1 7

CAROL INA BALLET PRESENTS


Dancers: Marcelo Martinez and Lilyan Vigo Ellis

M AY 2 0 1 7

CAROL INA BALLET PRE SE N TS

SILVER ADDY AWARDSPROFESSIONAL

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SILVER ADDY WINNERSCARD, INVITATION, ANNOUNCEMENT CAMPAIGN

VIRGINIA TECHClient Company: Meaghan A. DeeTitle: Happy Holidays Set

Credits:Meaghan A. Dee, Designer

DIRECT MAIL-3D CAMPAIGN

THE REPUBLIKClient Company: FHITitle: FHI Mailer Campaign

Credits:Robert Shaw West ,Creative DirectorLuke Rayson, Art Director & DesignerMatt Shapiro, Art Director

MAGAZINE ADVERTISING, FULL PAGE OR LESS SINGLE UNITBRIGHT+CO, HIGHLANDSClient Company: Highlands Chamber of CommerceTitle: Highlands Food & Wine Festival Ad3

Credits:Andy Mendelsohn, Creative DirectorJ.J. Puryear, Art Director

GUERRILLA MARKETINGCAMPAIGNMYRIAD MEDIAClient Company: North Carolina Museum of ArtTitle: #NCMAcars Micromurals

Credits:Tina Haver Currin, Creative StrategistJedidiah Gant, Digital StrategistShane Smith, Designer

OUT-OF-HOME CAMPAIGNADAMS OUTDOOR ADVERTISINGClient Company: ServicemasterTitle: Servicemaster Mold Tease and Reveal

Credits:Brandon Sweeney, Art DirectorDave Barry, DesignerTodd Turner, Creative Director

BLOGSERWIN PENLANDClient Company: Denny’sTitle: Denny’s Tumblr


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SILVER ADDY WINNERSWEBSITES B-TO-BWRAY WARDClient Company: Coats North AmericaTitle: Coats: It’s All In The Details

Credits:Josh Ashton, Creative Director, DesignerJustin Holt, DeveloperScott Ellmaker, Copy DirectorJohn Manning, Development LeadBrad Hood, Account LeadAaron Putnam, Motion DirectorChris Walters, Motion EditorJustin Smith, Photographer/VideographerSean Busher, VideographerPeter Godshall, 3D Artist

ADVERTISING INDUSTRY SELF-PROMOTION ONLINE/INTERACTIVECARAVANClient Company: CaravanTitle: Caravan Website

Credits:Caravan, Production AgencyBernardo Marentes & Jon Muedder, Creative DirectorsLiz Jones, DesignerDustin Horton, Developer

TELEVISION ADVERTISING, LOCAL (ONE DMA), SINGLE SPOT :15 OR LESSELEVATIONClient Company: Virginia Credit UnionTitle: Credit Score

Credits:Aaron Dotson, Creative DirectorFrank Gilliam, Creative DirectorC.J. Hawn, Art Director/CopywriterKim Moore, Senior Account ManagerMarnie Martin, Account Manager

TELEVISION ADVERTISING, REGIONAL/NATIONAL, SINGLE SPOT, UP TO 2:00WRAY WARDClient Company: VELUX AmericaTitle: VELUX _ Shift Your Outlook

Credits:John Roberts, VP, Executive Creative DirectorDavid Haire, Art DirectorKatie Moore, Senior CopywriterDevon Newton, ProducerJenny Duncan, Account LeadJennifer Voorhees, Project ManagerBark Bark, Production Studio

TELEVISION ADVERTISING, REGIONAL/NATIONAL, SINGLE SPOT, UP TO 2:00ELEVATIONClient Company: Virginia529Title: Tuition Monster “Snack Cakes”

Credits:Aaron Dotson, Creative DirectorFrank Gilliam, Creative Director/Account ManagerC.J. Hawn, Art Director/Copywriter

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SILVER ADDY WINNERSSINGLE WEBISODETHE VARIABLEClient Company: Sunshine Beverage CompanyTitle: Caleb Caudle: Standard Deluxe

Credits:Joe Parrish, Creative DirectorDavid Jones, Assistant Creative DirectorDavid Jones, Art DirectorMatteson Fields, CopywriterJosh Carnley, DesignerDavide Jones, DirectorEmily Morgan, Director of Photography/Editor

BRANDED CONTENT &ENTERTAINMENT CAMPAIGNERWIN PENLANDClient Company: UPS StoreTitle: UPS Store Elevator Pitch


PUBLIC SERVICE ONLINEFILM, VIDEO & SOUNDMAD MONKEY, INC.Client Company: SC Campaign to Prevent Teen PregnancyTitle: I’m In Control

Credits:Alvin Caughman, Executive ProducerMad Monkey, Inc., Production Company

B-TO-B CAMPAIGN-NATIONALWRAY WARDClient Company: Kincaid FurnitureTitle: Kincaid Furniture - The Promise

Credits:John Roberts, Executive Creative DirectorJustin Smith, CinematographerDana Williams, Project LeadLaura Tice, Production ManagerPatrick McClean, WriterChris Walters, Editor & Sound DesignAaron M Putnam, Motion DirectorJohn Roberts, PhotographerBrandon Scharr, Senior Designer

INTEGRATED MEDIA PUBLIC SERVICE CAMPAIGNMADISON+MAINClient Company: Virginia Energy Sense ProgramTitle: Jack says “Value Your Power”

Credits:David Saunders, Chief Idea OfficerArt Webb, Creative DirectorKaity Carr, Senior Graphic DesignerKaitlin Riddle, Senior Account Manager

COPYWRITINGTHE REPUBLIKClient Company: FHITitle: FHI Little Book of Big Ideas

Credits:Neil Henson, CopywriterRobert Shaw West, Creative DirectorLuke Rayson, Art Director & DesignerMatt Shapiro, Art Director

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SILVER ADDY WINNERSCOPYWRITINGERWIN PENLANDClient Company: Denny’sTitle: Denny’s Twitter Copywriting


AD CLUB OR MARKETING CLUBTHE VARIABLEClient Company: American Advertising Federation AwardsTitle: AAF Event Promotion

Credits:Joe Parrish, Creative DirectorDavid Jones, Assistant Creative DirectorMatt Cook, Art Director/DesignerMatteson Fields, CopywriterDavid Mullen, Account DirectorBrandelynn Perry, Account ExecutiveChris Ellison, EditorEmily Morgan, EditorJimmy Henderson, Studio ArtistGround Crew, GraphicsHot Sake, SoundGary Bostwick, Copywriter

ILLUSTRATION - SINGLEACCESSClient Company: Children’s TrustTitle: CT Rolling of the Bulls

Credits:Access, Creative TeamMichael Craighead, Illustration

ILLUSTRATION - SINGLEALAN PEARSALL ART & DESIGNClient Company: Thomas Creek BreweryTitle: Tres Gringos Barbudos

Credits:Alan Pearsall, Principal Artist at Alan Pearsall Art & Design

ILLUSTRATION - SINGLEPOWELL & PARTNERSClient Company: NAPA FiltersTitle: NAPA Filters 50 Golden Years

Credits:John A. Powell III, Creative DirectorMax Grundy, Illustrator

STILL PHOTOGRAPHY CAMPAIGNTHE REPUBLIKClient Company: The Franklin HotelTitle: Franklin Photography

Credits:Robert West, Creative DirectorMark Scoggins, Photographer / ProducerMatt Shapiro, Art Director

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SILVER ADDY WINNERSCINEMATOGRAPHY BOSS MOTION PICTURE COMPANYClient Company: Bon SecoursTitle: Bon Secours Branding Launch

Credits:BOSS Motion Picture Company, production

USER EXPERIENCEWRAY WARDClient Company: Coats North AmericaTitle: Coats: It’s All In The Details

Credits:Josh Ashton, Creative Director, UX DirectorJustin Holt, DeveloperScott Ellmaker, Copy DirectorJohn Manning, Technology LeadBrad Hood, Account Lead

USER EXPERIENCEGROWClient Company: GoogleTitle: Coats: Window Wonderland / Google Shopping

Credits:Grow, Agency

CONGRATULATIONS!NOW FOR THE STUDENT WINNERS...

BEST OF SHOWSTUDENT

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STUDENT BEST OF SHOWONLINE / INTERACTIVE ADVERTISING & PROMOTION CAMPAIGN

TONI BROWN & CAROLINE MCLOUGHLINEducational Institution: Virginia Commonwealth UniversityTitle: Sweet & Low Companion

Credits:Toni Brown, Art Director Caroline Mcloughlin, CopywriterJay Adams, Creative Director

GOLD ADDY AWARDSSTUDENT

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STUDENT GOLD ADDY WINNERS

PACKAGING PACKAGING

CAMERON OHLS MATT SWANKEducational Institution: Anderson UniversityTitle: il Mucchio Parmesan Packaging

Credits:Cameron Ohls, Designer

Educational Institution: Anderson UniversityTitle: Scycle Trimmer Line Packaging

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Koze is a company that makes handmade sleep masks. I chose the logo and brand to revolve around koalas because on average they sleep 20 out of 24 hours a day. I figured this was the perfect symbol for a sleep mask that is only going

to enhance your rest. The point of purchase is an illustration of a koala with the individual product packaging hanging off of the body, ready for removal by the customer.

STUDENT GOLD ADDY WINNERSPOINT OF PURCHASE

COVER/EDITORIAL SPREAD OR FEATURE - SERIES

SHANNON LEBLANC

FRANCES STEPHENS

Educational Institution: Liberty UniversityTitle: Koze

Credits:Shannon LeBlanc, Shannon LeBlanc

Educational Institution: Anderson UniversityTitle: The Exposure Series

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STUDENT GOLD ADDY WINNERSMAGAZINE ADVERTISING CAMPAIGN

BRIDGET GUCKIN & TYLER HOLLEYEducational Institution: Virginia Commonwealth UniversityTitle: McCormick’s Flavor You Can Feel

Credits:Bridget Guckin, Art DirectorTyler Holley, CopywriterJay Adams, Creative Director

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STUDENT GOLD ADDY WINNERSONLINE / INTERACTIVE ADVERTISING & PROMOTION CAMPAIGN

TONI BROWN & CAROLINE MCLOUGHLINEducational Institution: Virginia Commonwealth UniversityTitle: Sweet & Low Companion

Credits:Toni Brown, Art Director Caroline Mcloughlin, CopywriterJay Adams, Creative Director

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STUDENT GOLD ADDY WINNERSILLUSTRATION CAMPAIGN

SHAWNA HESSIONEducational Institution: Radford UniversityTitle: Don’t Let Them Fade Away

SILVER ADDY AWARDSSTUDENT

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STUDENT SILVER ADDY WINNERSPACKAGINGJI SU LEEEducational Institution: Liberty UniversityTitle: Why So Cereal?

PACKAGINGDAKOTA STANFORDEducational Institution: Radford UniversityTitle: Mug Hard: Holiday Collection

PACKAGINGSARAH KUZMICEducational Institution: Bob Jones UniversityTitle: Essie Edge Nail Polish Packaging

PACKAGINGCAMERON OHLSEducational Institution: Anderson UniversityTitle: DeMattia Whiskey Packaging

Credits:Cameron Ohls, Designer

PACKAGINGJENNIFER JEFFERSONEducational Institution: Anderson UniversityTitle: Truth in Postmodernism DVD Set

Credits:Jennifer Jefferson, Student Designer

PACKAGINGJOANNA DANIELSEducational Institution: Bob Jones UniversityTitle: American Seed Packaging

Credits: Jay Bopp

POINT OF PURCHASEJI SU LEEEducational Institution: Liberty UniversityTitle: AHA!

MAGAZINE DESIGNJENNY JEFFERSON, SHELBY KENRICK, HALEY WILLIAMS AND KRISTIN FERERIAEducational Institution: Anderson UniversityTitle: Reach Magazine

POSTER CAMPAIGNCHLOE KIMEducational Institution: Liberty UniversityTitle: UNCOVER

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STUDENT SILVER ADDY WINNERSPOSTER CAMPAIGNPARIA TAHERIEducational Institution: Virginia Commonwealth UniversityTitle: 100% Workware

Credits:Paria Taheri, Art Director/CopywriterTyler Manley, CopywriterBridget Camden, Creative Director

OUTDOOR & TRANSIT ADVERTISING CAMPAIGNHANNAH LYNCHEducational Institution: Liberty UniversityTitle: Objectification

AMBIENT MEDIA, SINGLE OCCURRENCE OR INSTALLATIONHANNAH PINKIEEducational Institution: Liberty UniversityTitle: Collect 200 | A Museum Exhibition

ILLUSTRATION CAMPAIGNANNA MCABEEEducational Institution: Anderson UniversityTitle: Imagination Series

Credits:Anna McAbee, Designer

ILLUSTRATION CAMPAIGNANNA MCABEEEducational Institution: Anderson UniversityTitle: Imagination Series

Credits:Anna McAbee, Designer

MEET THE JUDGES2017

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MEET THE JUDGES

Associate Creative DirectoridfiveBaltimore, MD

idfive.com

HostThe BeanCastNew York City, NY

thebeancast.com

Graphic Design CoordinatorUniversity Health Care SystemAugusta GA

universityhealth.org

SAM BOROWY BOB KNORPP JESSICA STANFORD

Andrew “Ace” Evans, Alex Wier, Ashley Simoneaux, Bonnie Drewniany, Daniel Stewart, Hampton Miller, Joseph Lemmons, Michael Witt, Scott Harris, Shelley Magee, Skot Garrick, Stefanie Brown, Stephanie Owens, Chris Dodd, David Campbell, Megan Telencio,

Kym Davis and Danielle Salley

LEARN MORE ABOUT AAF DISTRICT 3 // AAFDISTRICT3.ORG

A SPECIAL THANK YOUTO OUR OFFICERS, CHAIRS & VOLUNTEERS

the american advertising awards 2017 district 3 … fileaaf district 3 represents the clubs of north...

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