Adlink by Spectrum Reach | Client Appreciation Event

// A BRAND CAMPAIGN

// 2023 AMERICAN ADVERTISING AWARDS LOS ANGELES NOMINATION

This client appreciation event celebrated the resurgence of made-in-the-'80s power brand, Adlink. Adlink has been the #1 advertising aggregator in LA for over 30 years. So, to celebrate Adlink's everlasting success in the LA advertising market, Kernel by Spectrum Reach was tasked with the planning and designing of an exclusive party that would take attendees back in time to one of the greatest decades in history--the 1980s.

As the sole copywriter on this project, I took the lead and worked closely with the design team to create a mood board and messaging guide that would serve as the foundation for all campaign assets.

We began by presenting three on-theme concepts to the stakeholders:

The first: "Surf the vapor wave when you go back to the future, and experience a product of the past shaping the now. In-your-face neon draws attention to the flow of time as we journey across decades and relive the greatest advertising aggregator: Adlink."

The second: "Who says color-blocking went out of style? Let these bold colors wrap around you and float you through an exploration of the #1 advertising aggregator. Adlink continues to define the world of advertising like big hair defines the '80s."

The third: "Since 1988, Adlink has never once given you up, let you down, or deserted you. There’s a reason we’ve remained the #1 advertising aggregator for over 30 years. We’ve known each other for so long, why give that up now?"

The stakeholders fell in love with the reference to Rick Astley's "Never Gonna Give You Up" in the third option, their wheels turning about how many other '80s references could be made in one night, but members of the design team were entranced by the first option. They liked the idea of floating through time and exploring Adlink's 30-year journey. I decided to combine the two options, and thus was born "A Rad Night Out with Adlink."

The team understood this event would be a heavy lift, as the guest list surpassed 200 invitees, so we relied heavily on the mood board and messaging guide to keep the campaign on track.

I wrote an email journey that included save the dates, invitations, "Two Weeks Away" and "Tonight's the Night" reminders, and post-event communications.

I crafted onsite signage copy full of '80s references for a free Uber ride code, an interactive booth where guests could design their own pair of shoes, directional signage, and a drink menu featuring two of the venue's signature drinks.

I also created a master document full of fun one-liners, which I lovingly called my "One-Hit Wonders," that could be used by the video production team in their creation of a video board.

Honorable mentions listed here:

• Let’s get synth-ual.

• We want to see your Safety Dance.

• Let’s make like Cyndi Lauper and just have fun!

• We double-dog dare you to do the Robot.

Not only did the team have a blast creating the assets for this event, but our hard work didn't go unnoticed. We received rave reviews from leadership like Mary:

“The branding onsite was tremendous. It reinforced over and over and over that we’re an industry leader…Everybody’s always got something they’d change. There was nothing I would have changed. Not a single thing. It was executed perfectly.”

Mary Pouliopoulos | GVP Division Ad Sales | West Division | Spectrum Reach

And when the party was over, the neon leggings were stripped off, and the hairspray was washed out, the team received an American Advertising Awards Los Angeles nomination for advertising industry self-promotion. Even though we didn't take home a trophy, we won the hearts and the praise of the event's 200+ attendees. And at the end of the day, in the words of Tina Turner, we know one thing for certain: we're simply the best.

Design Team: Adolfo Hernandez, Jessica Klein, Stephen Garrett