ATLANTA — June 9, 2018 – Marketing solutions firm Luckie & Co. in partnership with long-time client Alabama Tourism Department, has won a prestigious Silver ADDY honor for their work on the U.S. Civil Rights Trail project. The awards ceremony took place on June 8 in Chicago.
Greensboro’s Woolworth and the lunch counter, site of the first ‘sit-in’s protesting segregation at lunch counters across the south. The site is now part of the International Civil Rights Museum
The American Advertising Awards (ADDY’s) are the advertising industry’s largest and most representative competition, attracting more than 40,000 entries through local AAF Club (Ad Club) competitions. The mission of the competition is to recognize and reward the creative spirit of excellence in the art of advertising.
In the category Out-of-Home & Ambient Media – Poster – Single Unit, Luckie & Co. and Alabama Tourism Department won Silver for their work related to the U.S. Civil Rights Trail, specifically for a print poster used to promote The Trail at live events. A national Gold ADDY is recognition of the highest level of creative excellence, judged to be superior to all other entries in the same category. Entries that are also considered outstanding and worthy of national recognition receive the Silver ADDY.
Launched on Martin Luther King, Jr. Day 2018, CivilRightsTrail.com connects 14 states and over 100 landmarks of the Civil Rights Movement. The site functions as part travel planner, part history lesson and part catalyst for travelers who have a high interest in historical sites and families who want to add a meaningful educational component to their travels.
Conducted annually by the AAF, the national ADDY competition is the capstone for three phases of competition, starting with local Ad Club entries at which Luckie & Co. was victorious in the Georgia competition. Luckie also took home top honors in the regional District 7 ADDY competition in April, advancing from there for consideration to the national competition.
“This U.S. Civil Rights Trail initiative has been one of the most impactful our firm had ever worked on,” said Luckie & Co. President John Gardner. “Many of the major events along what is now The Civil Rights Tail took place in our home communities, and we are proud to help tell the amazing story that impacted a nation.
“While the work reflected Luckie’s creative talent, more importantly I believe it showed our humanity – rarely do you show work to your internal team and get a response that includes tears mixed with high fives,” added Gardner.
“This win marks the second national ADDY that Luckie has produced for the Alabama Tourism Department in three years,” said Lee Sentell, state director, Alabama Tourism Department. “Miles Wright’s brilliant art direction embracing Art Meripol’s creative photography truly captured the essence of the U.S. Civil Rights Trail, and Luckie’s collaboration with us brings the drama of the Civil Rights Era to life for countless travelers.”
Wright is senior art director at Luckie, and Meripol is an award-winning photographer based in Alabama.
About Luckie & Co.
Privately owned and fiercely independent for 65 years, Luckie & Co. is a marketing firm that uses data and consumer insights to solve its clients’ toughest challenges. With offices in Atlanta and Birmingham, the firm operates on a core belief that innovation and meaningful change come from a solid marriage of data science and creativity. Luckie’s client roster includes top brands in healthcare, tourism, and CPG, including: GlaxoSmithKline, Regions Bank, Piedmont Hospital, Visit Panama City Beach, Little Debbie, Express Oil Change, Alabama Power, and Williamsburg, Va. Learn more at Luckie.com.
About the U.S. Civil Rights Trail
The U.S. Civil Rights Trail is a collection of churches, courthouses, schools, museums and other landmarks primarily in the Southern states where activists challenged segregation in the 1950s and 1960s to advance social justice. Famous sites such as the Edmund Pettus Bridge in Selma, Ala.; Little Rock Central High School in Arkansas; the Greensboro, N.C., Woolworth’s where sit-ins began; the National Civil Rights Museum at the Lorraine Motel in Memphis, Tenn.; and Dr. King’s birthplace in Atlanta, among others. The people, locations and destinations included in the Civil Rights Trail provide a way for families, travelers and educators to experience history firsthand and tell the story of how “what happened here changed the world.” For details about dozens of significant sites and to see interviews with civil rights foot soldiers visit CivilRightsTrail.com.