The American Advertising Awards is the advertising industry’s largest and most representative competition, attracting over 40,000 entries every year in local AAF Club competitions. The book is the award’s most important piece of collateral. It documents the winning entries and the talented people behind them.
Previously, the book’s layout had remained generally the same, with a core document being handed down and reset with new content. As a challenge, I rebuilt it from scratch. I also wanted to include more original designed content to support the theme we were going for in the 2017 awards.
This involved dramatic, 22in wide spreads and interesting uses of printing to the bleeds juxtaposed against more contained and orderly arrangements of content.
Michael Harring, Butch Smith