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Cardinals and HLK Win World Series of Advertising

June 9, 2013

ST. LOUIS – HLK, a St. Louis-based digital agency, recently was recognized by the American Advertising Federation with four National ADDY Awards, which highlights the best of the best in advertising from all over the country. The 2013 National ADDY Awards were presented on June 8 during a ceremony in Phoenix, AZ.

Out of over 40,000 entries across 200 markets, 70 were awarded gold. Two of those gold awards went to HLK and their client, the St. Louis Cardinals.

The winning entries advanced through a three-tier competition that the AAF puts on each year. Starting at the local level, where the Cardinals TV campaign took Best of Show, along with four gold awards, the commercials went on to compete at the district level, capturing six Gold ADDYs against competitors from Nebraska, Kansas, Iowa and Missouri.

“When you’re working with one of the most respected brands in the country, the last thing you want to do is whiff,” said Joe Leahy, partner and chief creative officer of HLK.

One spot, titled “Confetti,” shows the players coming back for the first day of Spring Training to find remnants of last season’s amazing feat. As different players reacquaint themselves with their gear, pieces of confetti spill out whimsically from gloves, hats, even mascot feathers. The final shot shows the stadium full of confetti with a closing line that reads, “The storybook ending was just the beginning.”

“The goal of the campaign was to show that these guys weren’t resting on their laurels and show off a little bit of their personalities,” noted Toni Edinger, brand manager, HLK.

Those personalities came through in the spot that was singled out for its own Gold ADDY, titled “Bingo.” It shows Matt Holliday taking batting practice while a few members of the pitching staff fill out bingo cards according to which seat he hits beyond the fences.

HLK is a full-service digital agency driven to create authentic brand experiences. Active clients include Nestle Purina, Monsanto, On The Run, St. Louis Cardinals, Mapquest, St. Patrick Center and Webster University.