Creating Buzz for the ADDYs with $0 in Media Spend The American Advertising Awards celebrate the best in creativity—but what makes them unique? The Addys stand apart by starting locally—work is judged purely on merit, competing first within its market before advancing. No bias toward big brands or big budgets, just a transparent focus on creativity from local agencies for local clients. And fittingly, the ADDYs themselves are made of glass. We saw an opportunity to bring that idea to life—literally.
Strategy
Campaign Ideation
Social Media Strategy & Execution
Social Videos
Creative Development
THE EXPERIMENT
A Glass Panel That Wasn’t There
With exactly $0 in paid media, we needed an idea that would earn attention and a production company like Ko-op Media that could move at the speed of social. Our solution? A stunt-style activation designed to spark curiosity, create social content, and get people talking.
We sent two volunteers into Washington, D.C.’s most iconic locations, dressed in full protective gear, carefully carrying an enormous sheet of glass.
Except…
there was no glass.
Glass? Crystal.
Mic Check? Clear.
The reactions?
👀 Stares.
😳 Hesitations.
🚶♂️ People dodging the invisible.
👉 Finger pointing.
😂 Nervous laughs.
😆 Tons of giggling.
And, most importantly:
Sweet organic engagement.
Playing with transparency—literally and metaphorically.
We created dozens of social, email, and digital assets built around the campaign’s core idea, each with a clear call to action: enter your work.
RESULTS
Less Budget, More Impact
With just one day of filming, we generated enough material for 10+ short videos, designed for TikTok, Instagram Reels, and YouTube Shorts. The best part? Thousands of organic views—all without a single dollar spent on ads.
72880
Total Views
15
Short Videos Produced
0
Media Cost
