Company: Society Awards, Charlotte, NC
Company Description: Society Awards is a luxury custom awards company that design and manufactures a variety of high-profile awards like the MTV Moon Person, American Music Awards, and YouTube Creator Awards. The company was founded by CEO David Moritz in 2007. Society Awards has been the recipient of numerous awards for their success, design, and innovation.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Culture & The Arts
 Nomination Title: Society Awards Presents Beyond the Red Carpet
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
From December 1, 2023, to February 18, 2024, Society Awards presented "Beyond the Red Carpet: Iconic Awards and Artistic Collaborations" at the Mint Museum in Charlotte, NC. Research and planning began in October 2022.
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 234 words used.
Society Awards, renowned as the premier luxury trophy maker behind countless iconic works of art, sought to share these cultural treasures with the wider community. With clients like Google's YouTube eager to exhibit their Creator Awards in a national museum for the first time and MTV that engaged Society Awards to collaborate with Kehinde Wiley for a special-edition Moonperson trophy, Society Awards approached the Mint Museum with a groundbreaking proposition that they ecstatically accepted. From December 1, 2023, to February 18, 2024, the Mint Museum in Charlotte, NC played host to a world class exhibition, marking the first-ever showcase of award miniatures as art. Fittingly, the Mint Museum holds the distinguished status of being the leading craft museum in the nation.
This unprecedented event, curated by Society Awards, offered a rare glimpse into the artistic and artisanal craftsmanship behind these celebrated symbols of achievement across various industries. While many of the entertainment and famous awards are only ever seen by their recipients, or through television, there are icons, artwork, and masterpieces that represent the pinnacle of achievement in every industry. The goal was to present these awards as fine art, cultural symbols, and corporate branding masterpieces that have transcended into pop art icons, fostering appreciation and exploration. Emphasize was on the quality of the trophies crafted with museum-quality lost-wax bronze and commissioned by established brands, highlighting the prestige and craftsmanship behind these coveted awards.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 228 words used.
The planning and preparation for the "Beyond the Red Carpet" exhibition were meticulously executed over a span of 15 months to create the 12-week exhibition.
In preparation, an immersive study of each award was conducted and assets curated from the program/trophy sponsor. This information was used to craft detailed placard descriptions that offered context and insight into the craftsmanship behind each piece, enhancing the overall visitor experience. In addition, an immersive mobile app with further videos and images was created for download on Apple and Android devices.
Professional photography and video production were utilized to creatively develop assets that were strategically placed throughout Charlotte, maximizing exposure and anticipation for the exhibit. Media pitching leading up to the exhibit, and during, resulted in national coverage. This extended the reach of the exhibit, allowing access for a global audience to experience via the mobile app, video and resulting media coverage.
From the grand opening gala to a series of smaller events aimed at engaging new stakeholder audiences, a diverse range of activities were hosted throughout the exhibition's duration. A standout collaboration with Google to host a YouTube creator event underscored the commitment to innovation and immersive experiences. Every expereince was against a professionally designed exhibition space, complete with stunning signage, a red carpet, and even a stage. Hundreds of thousands of media mentions and impressions were generated from social media.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 201 words used.
The exhibition exceeded all expectations, drawing a record-breaking number of attendees, with over 20,000 people experiencing the showcase of iconic trophies. The event garnered national media attention, celebrating the fusion of art, culture, and corporate recognition. Marketing for the exhibition was presented in the Charlotte airport, Charlotte rail stations, and digital billboards across Charlotte, including a video asset on the world's largest 4K LED wall display.
Community engagement was remarkable, with numerous events and exclusively curated tours catering to a diverse range of audiences, including school groups, international visitors, business leaders, and major donors. One standout event was hosted by Google, featuring over 50 YouTube Creators, further amplifying the exhibition's reach and impact.
The launch of a groundbreaking mobile app for both Apple and Android offered visitors an immersive learning experience about the craft and culture behind these iconic awards, enhancing their understanding and appreciation.
Unexpectedly, the exhibition also catalyzed fundraising growth for the Mint Museum, attracting new and major donors. It showcased the power of art to connect with diverse audiences, transcending age and industry barriers. This unintended outcome underscored the exhibition's profound impact on both the cultural and philanthropic landscapes, leaving a lasting legacy for years to come.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 40 words used.
Additional assets to reference include:
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National media coverage
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Photography of the exhibit
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Examples of the OOH and promotional advertising assets
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The mobile app developed for public engagement and download
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Video b-roll of the exhibition
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Photos from the opening night gala
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