Standing out in a crowd is one of the biggest challenges of any marketing communications effort. The marketplace is increasingly cluttered and consumers’ attention spans are shorter than ever. According to a 2019 Microsoft study, marketers have just eight seconds to connect with consumers. That’s down from 12 seconds in 2000.
So, it was especially gratifying when our collaborative work with Winnebago recently won two Summit Creative Awards for excellence in marketing communications: a Gold Award in the Consumer Print Advertising category, and a Silver Award for Marketing Materials.
The 2021 Summit Creative Awards competition drew more than 4,100 submissions representing 27 countries from five continents. Submissions were evaluated based on the strength of their big idea, the quality of execution, and their ability to persuade.
Often, large agencies with deep budgets and big-name clients are the ones to earn industry accolades, overshadowing smaller firms’ admirable work. Since its inception in 1994, the Summit Creative organization has dedicated itself to leveling the playing field by administering marketing awards exclusively to firms with billings under $30 million.
Winnebago, in partnership with DKY, earned the Summit Creative Gold Award for product advertisements that highlight one model from each class in the leading RV brand’s product line: the EKKO (pictured below), HIKE, Journey, and Revel. The campaign used vivid photography and concise, inspiring copy to help consumers imagine their next outdoor adventure in a Winnebago.
In addition, Winnebago and DKY received the Summit Creative Silver Award for the Winnebago Journey brochure, which highlights the stylish design, quality craftsmanship, and comforts of home found in the Class A diesel-powered RV. For the brochure design, we infused large-scale lifestyle photographs with a clean modern aesthetic to help consumers envision themselves living and entertaining in the Journey.
Below are a few snapshots of the Silver award-winning Winnebago Journey brochure:
DKY’s creative team, including Creative Directors Megan Elliott and Tom Probst, and Senior Art Directors Craig Claeys and Eva Nelson, were instrumental in the project’s success. To produce the award-winning materials, the entire team drew upon its deep understanding of Winnebago’s products and keen insight into target audiences—knowledge gained through extensive research and years of experience working in the outdoor recreation industry.
DKY is proud to support the outstanding marketing team at Winnebago Industries and is honored to receive industry recognition for its creative contributions to the team effort.
If you’re interested in learning more about DKY’s expertise in creative brand marketing, advertising, and public relations campaigns, please contact us. We’d love to help you stand out from the crowd, too.