2019

NYX Awards - 2019 Quest Winner Winner: Alkemy X

LoveShare

Entrant Company

Alkemy X

Category

Branded Content / Travel / Tourism

Client's Name

Martin

Country / Region

United States

Experience Level

Agency

Back in 1969, the agency Martin and Woltz (now The Martin Agency) created the “Virginia is for lovers” campaign for the Virginia Tourism Corporation. It went on to become one of the most recognized tourism slogans of all time, and what Advertising Age called one of the more iconic ad campaigns of the past 50 years.
In the wake of the violence at the “Unite The Right” rally in Charlottesville, it was time to remind the world what Virginia stands for.
For the next evolution of “Virginia is for lovers,” Alkemy X was tasked with creating “LoveShare,” a short film series that brings together different groups of real people for a variety of scenarios grappling with issues of race, sexual identity and class. Our subjects were given a vacation in Virginia; as they challenged us on important social issues, we challenged then to see Virginia in a different way.
The goal of “LoveShare” campaign was to position Virginia as a place that brings all people together, even those who don’t necessarily see eye to eye, to share the things they love.
Through shared experiences, common passions and getting up-close to Virginia’s culinary scene, people who have their differences were reminded that the things they share are much bigger than the things that divide them. And in the end, proved Virginia really is for lovers.
The campaign effectively increased the visibility of Virginia as a tourist destination, with the tourism department receiving an increase in its number of inquiries.
The work was also featured in ShootOnline as the SPOT OF THE WEEK and on AdWeek, two very humbling honors for Alkemy X.

Credits

Ad Agency
Martin
Chief Creative Officer / Martin
Karen Costella
SVP Creative Director / Martin
Trent Patterson
Associate Creative Director / Martin
Scot Crooker
Senior Copywriter / Martin
Mik Manulik
SVP, Director of Business Affairs / Martin
Kerry Ayers
Content Producer / Martin
Coleman Sweeney
Director / Alkemy X
Jonathan Yi
Executive Producer / Alkemy X
Nick Pitcavage
Post Production
Mondial Creative
2019
Non-Broadcast
NYX Awards 2019 Winner - Commitment to Serve, West Metro Fire Rescue
quest
winner
West Metro Fire Rescue

Entrant Company

West Metro Fire Rescue

Category

Non-Broadcast / Recruitment

Country / Region

United States

2019
Marketing / Promotion Materials
NYX Awards 2019 Winner - MWDOC Girl Scouts Water Resources and Conservation Patch, Municipal Water District of Orange County
quest
winner
Municipal Water District of Orange County

Entrant Company

Municipal Water District of Orange County

Category

Marketing / Promotion Materials / Logo

Country / Region

United States

2019
Digital - Mobile App
NYX Awards 2019 Winner - Montco Makers App, Valley Forge Tourism & Convention Board
quest
winner
Valley Forge Tourism & Convention Board

Entrant Company

Valley Forge Tourism & Convention Board

Category

Digital - Mobile App / Food & Drink

Country / Region

United States

2019
Digital - Website
NYX Awards 2019 Winner - Topia: Website Redesign, SmartBug Media
quest
winner

Entrant Company

SmartBug Media

Category

Digital - Website / Business to Business

Country / Region

United States