Pond Lehocky Stern Giordano’s Torn Apart campaign took home top honors at the 2015 Philadelphia American Advertising Awards with eight ADDY® awards, including six gold awards and two best of category awards.
The Torn Apart campaign encompasses art and video to convey three clients’ personal journeys. The firm commissioned acclaimed British artist/illustrator Ian Wright to create large-scale portraits using his innovative torn paper technique. Three clients who suffered serious workplace injuries were asked to participate: Ms. Barbara Daquilante, a food service worker; Mr. George “Moose” Beerley, heavy machine operator; and Mr. Francis Elliot, Parking Authority attendant. Wright used their actual case files, personal stories and emotions to show how a life torn apart by a work injury can be put back together. All three clients were also interviewed about their stories to create videos to accompany the artwork.
Managing Partner Sam Pond explained the motivation behind the campaign.
“First and foremost, it’s about the clients,” he said. “Our firm places such a strong emphasis on advertising and marketing to ensure that our messaging is out there, so if a worker gets injured, they immediately think “Pond Lehocky” and we’ll give them outstanding legal assistance and medical care. With Torn Apart, we wanted viewers to see that there were others out there like them who are going through something similar. We wanted to show them that they are not alone and how we can help them put their lives back together.”
The ADDY® awards are sponsored by the American Advertising Federation and honor excellence in advertising using the highest creative standards in the industry.