Barefoot Decorated with “Best in Show”
February 20th, 2005
For Barefoot, good deeds not only go unpunished, they are rewarded. Barefoot’s pro bono work for client Second Chance Horse Rescue was awarded Best in Show last night at the annual ADDY® Awards Competition. Second Chance Horse Rescue, an organization that provides a safe haven for horses that can no longer be cared for by their owners, received Barefoot’s services gratis. The campaign featured promotional materials and radio spots for a faux restaurant called Red Derby, which supposedly sold horsemeat burgers.
Barefoot was the big winner of the night, collecting 18 of the 46 gold awards that were presented, and 20 of the 94 silver awards. The submissions were judged by Marty Pederson of Graphis Publications in New York City; Brett Compton of Sawyer Riley Compton in Atlanta; Melissa Johnson of Martin Williams in Minneapolis; and Kevin Thoem of the Martin Agency in Richmond, VA.
The Red Derby campaign for the Second Chance Horse Rescue included radio spots, posters, full-page newspaper ads, and even small-space help wanted ads. Complaints and protests flew into the Red Derby from around the country until it was revealed that there was no such restaurant and that the campaign was designed to raise awareness for the plight of horses who are slaughtered and shipped overseas to be eaten.
“Receiving recognition from our peers is always rewarding,” said Doug Worple, president and executive creative director of Barefoot. “But it’s especially rewarding when it’s received for work that helped serve a greater good.”
Among the other Barefoot entries to receive honors were photography shot for Procter & Gamble, collateral material created for OMS Photography, and posters for the Cincinnati Art Museum.
“This has been such a wonderful night,” Worple continued. “It’s truly such an honor. Tonight has capped off a wonderful year for the agency. We’re expanding our staff and our business, while not losing focus on our creative product. I guess it’s appropriate that we won an ADDY® for a self-promotion piece we created to recruit new talent.”
