JACKSON, MS – Creative content company MWB took home Overall Best of Show honors at the 2020 Jackson American Advertising Federation (AAF) awards on Tuesday, February 18. The “My City” campaign – a hospitality and tourism campaign MWB developed with partner client Visit Jackson – nabbed the top prize. The campaign was anchored by a spoken word poetic reading set to a slow-build sound bed against a backdrop of iconic Jackson imagery and glamour shots. “My City” was voiced by Jackson area musician Adam “AJC” Collier.
“The ‘My City’ campaign really embodied the resilient spirit of Mississippi’s capital city, in a way that resonates with residents and visitors alike,” said MWB Partner and Creative Director Marc Leffler. ” ‘My City’ is really a call of ‘ownership,’ that no matter where in the world you are, there’s something in Jackson for you. If you live in the bedroom communities around Jackson, the capital can still be your city.”
Leffler wrote the script for the “My City” campaign. He took home Copywriter of the Year honors at the Addy’s for his efforts.
The “My City” campaign is part of Visit Jackson’s two-pronged approach to generate civic pride while concurrently marketing Jackson as a travel destination for those seeking authentic experiences in arts, music, literary, and culinary experiences. Other components of the My City effort are the website jxn.ms, as well as various merchandise and multimedia marketing assets. The My City effort was kicked off in earnest in 2017 with the MWB produced “Talking Bout My City” original song track and music video, also written and performed by Adam “AJC” Collier.
“This latest iteration of ‘My City’ wasn’t an endpoint,” said MWB Partner and Creative Director Keith Fraser. “It is part of a sustained, ongoing effort that is proving successful in communicating the authentic brand that is Jackson.”
“We look forward to pushing Jackson’s destination brand farther,” noted Jonathan Pettus, Visit Jackson Vice President of Marketing and Communications. “Our city has tourism and hospitality assets that benefit visitors, citizens, and area residents. And with more and more attractions and events coming online, we are able to expand our brand and marketing efforts accordingly.”
The 2020 Best of Show award comes as the latest in a string of recognitions MWB’s travel and tourism efforts have garnered. Notably, MWB’s original “My City” music video for Visit Jackson was a finalist at the international City/Nation/Place awards in 2017.
Damien Blaylock – Videographer, Director of Photography
Josh Byrd – Editor
Keith Fraser – Art Director/Creative Director/Music Arrangement
Marc Leffler – Writer/Creative Director
Adam Collier – Spoken Word Performer/Music Arrangement/Sound Design
Sam Watson – Sound Design
Tim Mask – Executive Producer
Visit Jackson – Partner Client