Rio Grande Wins Prestigious “ADDY” Award for Campaign Celebrating
Jewelry Makers
Rio Grande took home gold at the 2015 New Mexico American
Advertising Awards (also known as the ADDYS). Held at Case Escencia
in Albuquerque, New Mexico on Saturday, March 14, the awards
ceremony recognizes outstanding print, digital and integrated
advertising and marketing campaigns from across the state.
Rio Grande was presented with a Gold ADDY award in the
Business-to-Business category for the “For the Love of Jewelers”
campaign, which celebrates the work of independent jewelers and
metalsmiths. A Gold American Advertising Award is recognition of the
higest level of creative excellence. This is the first year Rio
Grande has submitted work to the competition.
“We were delighted to take home a gold award the first time we
submitted work,” says Jamie Gros, the creative director at Rio
Grande. “Rio was founded in 1944 to serve and support jewelery
makers. That’s the spirit we wanted to honor with this campaign.
We’re thrilled that it resonates with jewelers and with those
outside of the industry.”
Developed over the course of 2014, the campaign features well-known
jewelers and metalsmiths such as Ronda Coryell, Shane Hendren and
Tim McCreight. Through videos, print advertisements and digital
landing pages, it tells the story of these innovative artists and
applauds the verve of every jeweler who is forging a career by
transforming raw metal into works of art.
Metal Analysis Tool - Ganoksin Jewelry Making Community WORK_2015.jpg
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“The campaign was created to feature the talent and drive of
jewelers,” says Jamie. “Rio Grande wouldn’t exist without them, and
their stories should be told. The jewelry they create has an impact
on anyone who wears it. We’re lucky to play a part in their
stories.”
Rio Grande plans to continue the campaign throughout 2015, featuring
jewelry makers from across the spectrum of the industry and from
throughout the United States in videos, written stories, print
advertisements and social media campaigns.
Among the largest worldwide suppliers to the jewelry industry, Rio
Grande was founded in 1944 by Saul Bell, a skilled bench jeweler, a
teacher and a mentor who supported metalsmiths and jewelers
throughout his life. Today, Rio Grande is still led by the Bell
family and remains commited to supporting jewelers in every way
possible.
Visit nmadvertisingawards.com for more on the award. For
more on Rio Grande and the “For the Love of Jewelers”
campaign, visit www.riogrande.com/aboutus. The series of three “For
the Love of Jewelers” videos can be viewed on Rio Grande’s YouTube
channel.
Shane Hendren:
Ronda Coryell:
Ryan Roberts and Robin Waynee:
For more please contact Sharon Christenson,
@Sharon_Christenson