Fantasy ADDYs

The Dallas ADDYs needed to increase participation and entries for their 2016 award show. My team designed and built the “Fantasy Advertising Draft”— a reason for agencies to celebrate their rivals’ victories.

I built a drafting system where all creatives credited on submissions were eligible to be drafted into a fantasy roster. When drafted players won ADDYs on the night of the awards show, a live, on-stage leaderboard updated as fantasy points were awarded, giving everyone a reason to be invested in the community’s successes. Online, I designed and built a draft board that was filterable and responsive so that agencies could research creatives and build their own fantasy roster. Ultimately, this product engaged the Dallas design community as intended—submissions increased 35% and attendance increased 20%, both all-time records.