Ad agency wins Best of Show for awareness campaign


Screenshot from "Love Shouldn't Hurt." Courtesy Cre8gency

A local advertising agency racked up numerous awards last month for its video “Love Shouldn’t Hurt.”

Cre8gency won Best of Show at the 2020 West Michigan American Advertising Awards for its video “Love Shouldn’t Hurt.” The video also took home the Gold Award and Judges Choice Award in the Corporate Social Responsibility category.

The agency won a Gold Award for “SheFit Behind the Scenes” in the Branded Content and Entertainment Campaign category and a Bronze Award for “SheFit Limited Edition Colors” in the Online Commercial Campaign category.

Cre8gency’s film, “Love Shouldn’t Hurt,” tells a story about the partnership between The Mitten Brewing Company, The Mitten State apparel company and 22 West Michigan craft beverage producers to benefit Safe Haven Ministries in eliminating alcohol’s role in domestic violence.

The goal of the video is to raise awareness of domestic violence and promote responsible alcohol consumption. Each brewery, distillery and cidery produced its own drink with the word “Love” in the title. A portion of the proceeds was donated to Safe Haven Ministries.

“One of the biggest differences between the first and second year of the Love Shouldn’t Hurt campaign was the video,” said Will Bransdorfer, co-founder of The Mitten State apparel company. “They brought to life its impact by allowing those most deeply involved to share their stories in the most candid, sincere way. Cre8gency shouldered the responsibility of sharing a compelling story for a good cause and helped reinforce why we kicked off this campaign in the first place.” 

Also, each establishment was given bathroom fliers and table placards with information about how to recognize domestic violence and a hotline number for those who may be in an abusive relationship.

"It was an honor for Safe Haven to be part of this campaign to support the needs of domestic violence survivors in West Michigan,” said Megan Hopkins, executive director of Safe Haven Ministries. “I was impressed with the integrity of Cre8gency and their ability to capture the passion and drive behind this critical work in our community.”

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