Carhartt® Look Book Wins Gold ADDY

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ADDY Award Winning Carhartt 2011 Look Book

Creative Recognized for Excellence

At the Atlanta Ad Club’s annual ADDY Awards, The Partnership of Atlanta was recently honored with one of the industry’s top creative awards, a Gold ADDY, for the Carhartt Fall 2011 Look Book, a multi-page “magalog” highlighting the manufacturer’s super-durable work apparel.

Out of the more than 250 entries received by the Atlanta Ad Club, less than 10% were recognized for creative excellence with Gold ADDY Awards.

“This was a great piece to work on, very different from anything else I’d ever done,” explained Harry Hayes, creative director/writer at The Partnership. “It’s a catalog, but it also tells the story of Jack Murphy—a guy known for building outlandish stunts and events. Interviewing Jack was a real blast.”

In the event marketing world, Jack Murphy is the go-to guy for designing large-scale events. His company, Jack Murphy Productions, built the ramps that helped rally car driver Travis Pastrana jump a car 274 feet over Long Beach Harbor. He designed the platform needed for daredevil Robbie Maddison to jump a motorcycle 120 feet in the air, landing on top of the Arc de Triomphe in Las Vegas. Jack Murphy Productions has been involved in the X Games, the Summer and Winter Dew Tours and hundreds of similar events around the world.

"The Carhartt piece features pages of real-life action photography,” added David Arnold, agency founder and president of The Partnership. “We travelled the country, from Dallas to Manhattan to Utah, shooting Jack and his crew. They were all wearing Carhartt, of course.”

“At The Partnership, it’s our job to create unique campaigns that achieve measurable results for our clients,” said Jim Crone, the agency’s managing director. “Working with great clients like the Carhartt team helps us achieve our mission: doing great work for great clients.”

About Carhartt, Inc
Established in 1889, Carhartt is a global premium work wear brand with a rich heritage of developing rugged apparel for workers on and off the job. Headquartered in Dearborn, Mich., with approximately 3,600 employees worldwide, Carhartt is privately owned and managed by the descendants of the company‘s founder, Hamilton Carhartt. For more information, please visit www.carhartt.com.

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