Güd Marketing and Michigan Wildlife Council team up to reel in gold district ADDY award

Güd Marketing recognized with Gold District ADDY Award for MWC’s fishing public awareness campaign

by Sophie Gamble on May 10, 2022 • 2 -minute read

Güd Marketing is honored to receive a Gold District ADDY Award for our work with the Michigan Wildlife Council to promote the benefits of fishing and the important role it plays in the state’s conservation efforts and economy.

The campaign features “Annette Finnegan,” an angler who “catches” unsuspecting people and shares the benefits of fishing in places that are relatable to non-anglers. This character-driven approach allowed the campaign to deliver key messages in a way that is surprising, light and funny, while being authentic and recognizable. Furthermore, the humor allowed the message to cut through the saturated media landscape. The integrated campaign included broadcast video, social media, outdoor billboards, a Michigan Welcome Center display poster and more.

Conducted annually by the American Advertising Federation (AAF), the local tier of the American Advertising Awards is the first of a three-tier national competition. Across the country, local entrants vie to receive an ADDY Award. At the second tier, 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.

Güd Marketing is a part of AAF District 6, representing 13 professional advertising clubs in Indiana, Illinois and Michigan and consisting of over 2,500 members. The Michigan Wildlife Council “Annette Finnegan” campaign was awarded a Gold ADDY Award at the local level as well as the district level and is now moving onto the national stage.

The Michigan Wildlife Council was created in 2013 to educate the public about the benefits of hunting and fishing and the essential role that hunters and anglers play in wildlife conservation. In 2021, the campaign focused on connecting audiences — particularly urban-area dwellers who don’t hunt or fish but are generally supportive of those activities — with wildlife, conservation and how these important activities are funded.

“Being awarded a Gold at the District ADDYs is a rare honor," said Güd Marketing Creative Director Amy Bond-Nelson Moore. "With only 15 Golds given out to all of Illinois, Indiana and Michigan, we were competing with some of the best agencies and campaigns in the country! It is doubly satisfying knowing our work with the Council has positively impacted Michigan’s wildlife, environment and economy.”

We look forward to continued growth, success and — in partnership with our clients — making a positive impact on the communities we serve.