We were tasked with creating a congratulations ad for winners of the 2007 Philadelphia Addys, but we went one further and created a personality.
Introducing Hugh McManstache. An outspoken, sometimes crude and yet lovable gentleman from a time gone by.
We drove viewers to the site with a single page ad in the Addy program that simply gave a web address, as well as business cards that were left around the reception area on tables and on the bar featuring the silhouette of a thick mustache. When viewers got to the site, they were greeted by Hugh delivering a short introduction followed by a menu to choose what Addy the person had won. And no, it didn't matter if they'd won or not. With Hugh everyone was a winner.
In each of about 50 responses, Hugh would either congratulate of deflate the viewer with a short statement about winning, or not winning an Addy.
