(L to R): Elizabeth Literati, SCBT, and Rhonda Rawl, Blue Avenue
By creating a series of messages that utilize stirring imagery and copy evoking a strong sense of regional placement and security, South Carolina Bank and Trust’s (SCBT) 2011 We Believe in South Carolina television campaign has garnered a Silver ADDY Award.
The Silver ADDY award was accepted by Rhonda Rawl at the 2011 ADDY Awards Gala on February 18 at 701 Whaley Street in Columbia. The ADDY Awards, presented by the American Advertising Federation of the Midlands (AAF), annually recognize the pinnacle of creative talent in the Midlands advertising/public relations and marketing field. The We Believe in South Carolina campaign edged out works in a field composed of over 125 other creative entries and took the Silver Award in the category of National TV Campaign. All entries were judged on January 6 by three independent judges, who are presidents of their own agencies in Chicago (Ill.), St. Petersburg (Fla.) and Lexington (Ky).
We Believe in South Carolina is a campaign of regionally produced commercials effectively illustrating SCBT’s seventy-five year commitment to fulfilling promises to businesses, families and communities across South Carolina. The series uses striking images from unique and recognizable locations across the state with copy positioning SCBT as a trustworthy homegrown financial resource.
Rawl is partnered with Colleen Coletta in the upscale marketing boutique Blue Avenue, a strategic marketing resource specializing in creative options for banking, real estate, healthcare and economic development companies. Rawl is a strategic planning and marketing research specialist and Coletta is a seasoned creative and brand strategist.
Blue Avenue specializes in economic development, an area in which partners Rawl and Coletta have worked extensively. Under this niche of economic development, over the past 10 years they have served financial institutions, healthcare organizations, law and accounting firms, manufacturers, faith-based organizations and non-profit associations.