The Saline Reporter
A Heritage Newspaper
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DesignHub wins award
Ann Arbor Ad Club awards DesignHub 3 Silver ADDYs
By Sue G. Collins, Staff Writer
PUBLISHED: March 13, 2008
When the creative team at DesignHub Inc. was faced with producing another press kit for Chrysler Corp., they decided to think "inside the box."
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A popcorn box, that is.
To promote the 2008 Dodge Grand Caravan and Chrysler Town & Country, the Saline-based creative services and marketing firm dreamed up a package with a movie preview theme. The press kit was unveiled during a media event last summer where journalists were invited to bring their families.
"The press kits we designed and developed thematically played off the new mini-vans' features that make them practically entertainment centers on wheels," said Chris Kochmanski, marketing strategist and copywriter at DesignHub. "We packaged the press kit materials in a mock popcorn box labeled Fresh Ideas, instead of the usual Fresh Popcorn."
DesignHub included comprehensive product material inside the inch-thick booklet, an informational CD and a bag of microwave popcorn and Skittles.
Their efforts on this press kit, plus two others for Chrysler, won them three Silver ADDY Awards from the Ann Arbor Ad Club.
DesignHub's pieces for Chrysler's 2007 Dodge Sprinter cargo van and 2007 Jeep Patriot sport utility vehicle were also created for the business media and automotive trade press.
The press kit for the Sprinter cargo van is fashioned after a classic yellow steel tape measure and unfolds to highlight the vehicle's size and variety of lengths. Each journalist also received an actual tape measure along with the press information.
The cover on the Patriot brochure was deeply embossed to resemble a thick tire tread's print, honoring the SUV's off-road handling capabilities.
The American Advertising Federation, a not-for-profit industry association, conducts the ADDY Awards through its 200 member advertising clubs and 15 districts. The competition receives more than 60,000 entries annually.
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