Three Brunet-García projects with deep connections to the Jacksonville community won 2018 Angel Awards for Excellence in Public Service Advertising from the American Advertising Federation’s (AAF) Fourth District.
The brand identity for Yellow House, a space for art and activism launched by Hope McMath; the interactive 100 Plates installation and campaign to raise awareness and money to fight hunger; and the See the Girl campaign for the Delores Barr Weaver Policy Center won a total of six awards.
Competition judges evaluated public service work from 2016 and 2017 not just for creativity and execution but also on the message and results. The judges considered a wide array of fascinating, sometimes heart-wrenching, projects done in Florida and the Caribbean.
“The work done by everyone has proved that public service advertising can make a difference in our world and will have a lasting impact like no other work you do,” wrote Mike Weber, 2018 Angel Awards chair, in an email.
#KeepDancingOrlando by Push. won Best of Show. The campaign, created in response to the Pulse nightclub massacre, was honored for its impact in Orlando, concept originality, involvement of the creative community, and the nationwide exposure it garnered through social media.
The Yellow House brand identity won a gold Angel Award for organization promotion.
“As an organization that believes in the deep connections between art and social justice, this award is especially gratifying,” said Hope McMath, Yellow House founder and director. “To see the excellent design work that the Brunet-García team did for Yellow House recognized through the lens of public service feels so right. It is a beautiful example of how great art and design can make a difference.”
When McMath contacted Brunet-García about creating a visual identity for her new venture, she needed the brand to define more than a physical space. She wanted to create a hub for collaboration among artists, writers, organizations, and communities through thought-provoking exhibitions, education, events, and dialogue.
Although McMath had an inkling of the name, Brunet-García exhausted several possibilities before helping her choose Yellow House. The team then crafted supporting messages to frame the main attributes behind the brand, in addition to developing a positioning statement that captures the mission and essence of Yellow House: Art + Action.
Yellow House’s visual identity, inspired by social movement and activism design, is as big and resonant as its mission to leverage the power of art to transform communities. The deceptively simple icon mimics the slope of the building’s roofline, extending the feeling of being a “home” to the entire community. The shape points upwards, symbolizing forward movement and positive change. Images appear underneath, within, or around the mark, which can be drawn, painted, tagged, chalked, sprayed, printed, cut, or assembled—by anyone—giving the power of art to the community it serves.
Brunet-García designed the visual identity, stationery, business cards, and posters; animated social media teasers; programmed digital invitations; and created customized packages for media.
“The branding for Yellow House is having a profound impact on our work around using the arts to build community, both under our own roof and in neighborhoods,” McMath said. “The brand is part of our service as it expresses so well our hope to be accessible, creative, and courageous. Only through a thoughtful and dynamic partnership between our two teams could a mark and a message that are so right have been born. The commitment to collaboration that makes an impact sits at the heart of everything we do—starting with our brand!”
The Yellow House visual identity was also one of 10 awarded in HOW’s 9th Annual Logo Design Awards, selected by Natasha Jen, a partner at the world’s largest independently owned design studio, Pentagram. The identity also won the Readers’ Choice Award in an international poll.
Yellow House won two ADDYs from the Jacksonville chapter of the American Advertising Federation for brand identity and stationery package.
A joint project of Brunet-García Advertising and Castaño Group raising awareness and money to fight hunger won a gold medal for interactive installation and a silver for cause promotion.
The 100 Plates interactive storytelling installation was installed at the Jessie Ball duPont Center in downtown Jacksonville December 2016 through January 2017. The art piece featured hundreds of paper plates hung from the ceiling to form the number “100.” The interactive piece included large boards printed with conductive ink, telling the story of Jimmy, a young boy whose family struggles with hunger. Touching different areas of the boards triggered projections of animations and related facts.
Through a kiosk, visitors were invited to donate $10 to Feeding Northeast Florida to provide 100 meals for families struggling with food insecurity. A fully integrated campaign with email marketing, social media graphics, and earned media outreach supported the initiative online, driving users to the donation page. Brunet-García sent 100 Plates-branded totes to friends, partners, and customers, asking them to join the fight against hunger.
The project also won a 2017 PRINT Regional Design Award, Best of Show in the Jacksonville chapter’s 2017 American Advertising Awards, plus four golds and one silver award. At the Fourth District American Advertising Awards, 100 Plates won the Best of Public Service Charlie Award, and it scored a national silver ADDY.
See the Girl
Another collaboration between Brunet-García and Castaño Group won three gold awards for organization promotion, PSA, and interactive installation.
To support its work to end the disparate treatment of girls in the juvenile justice system, the Delores Barr Weaver Policy Center tapped Brunet-García to build a campaign to drive local, state, and national support for its advocacy, strategies, resources, materials, and in-depth research. The Policy Center desires recognition as a revolutionary model that is intentional about “seeing the girl” for who she is and propelling her to reach her potential. The campaign would launch at a luncheon for more than 300 influential guests and encourage donors during a matching opportunity from the Delores Barr Weaver Fund at The Community Foundation for Northeast Florida.
“Brunet-García and Castaño Group created an impactful campaign that elevated the voices and honored the lived experiences of girls and young women who are too often misunderstood or invisible in our community,” said Lawanda Ravoira, Policy Center president and CEO.
The Brunet-García team based the campaign’s concept on how girls move from their past to see their future. Working in conjunction with girls represented by the Policy Center, the team developed headlines based on the girls’ own words, such as “from trouble to triumph” and “from conflict to confidence” and “from hurt to hope.”
Real girls and women who receive services from the center are featured in the striking black and white photography, and their voices are heard in the video. “See me for who I am and for who I can become,” says a teenage girl narrating the video, a client who was twice sent to a juvenile justice program.
Brunet-García created printed collateral, television and radio public service announcements, digital ads, a campaign microsite, and an interactive installation that connected the audience with advocacy. Castaño Group’s interactive installation reveals images of girls that become clearer the closer the viewer gets to the screen, using motion detection.
The inspirational stories expressed the situation’s urgency: a system that does not appropriately address the needs of girls. The campaign underscored the need to see the girls’ as successful and never as victims—always as survivors with a bright future full of potential.
The integrated media public service campaign won multiple local ADDYs and a district ADDY, and the PSA video won a Telly Award.
“The See the Girl campaign exceeded our expectations and quickly became the signature of the Policy Center,” Ravoira said. “We are thankful to have a partnership with an agency that is dedicated to making a difference in our community. Thank you for your commitment to seeing the girl!”