This One Takes the Cake...and an Addy

CINCINNATI--()--POSSIBLE, a WPP digital company, scored one of the ad industry’s most prestigious awards this weekend, taking home a Silver ADDY Award at the 2013 National ADDY Awards Show hosted by the American Advertising Federation. POSSIBLE was honored in the Integrated Campaigns - B to B - Regional/National category for its P&G “Birthday Cake” print ad created to celebrate client P&G’s 175th birthday. The uniquely awesome, though inedible, cake was constructed solely out of P&G consumer products, including Ivory Soap, Crest Toothpaste, Mr. Clean Magic Erasers, Bounty Paper Towels, Duracell Batteries and NyQuil LiquiCaps. In all, nearly 20 different P&G brand products were utilized in the cake’s construction.

The Birthday Cake ad ran in the October 29, 2012 issue of Advertising Age with the tagline, “Only the Finest Ingredients Inspire the Finest Results.” To support the campaign, POSSIBLE also created a behind-the-scenes video showing how the cake was made. The work was conceived and developed by POSSIBLE’s Cincinnati office, which serves as digital agency-of-record for P&G’s Febreze brand.

“We are immensely honored to be recognized with a Silver ADDY Award for the P&G Birthday Cake at this year’s National ADDY Awards Show,” said Tamy Harms, president of POSSIBLE Cincinnati. “As the accompanying, behind-the-scenes video illustrates, the cake was both an office-wide project and a labor of love. It’s a great testament to the passion and creativity of our Cincinnati staff and our affinity for P&G and P&G products.”

While the cake’s exact recipe remains a closely held secret, key ingredients included:

  • 2 bottles of Pepto Bismol
  • 3 bars of Ivory Soap
  • 90 NyQuil LiquiCaps
  • 4 tubes of Crest Toothpaste
  • 20 Duracell AA Batteries
  • 46 ounces of Olay Body Wash

Conducted each year by the American Advertising Federation, the National ADDY Awards represent the culmination of the annual ADDY Awards process, with entries first competing at the local and regional level. In winning Silver in the Integrated Campaigns - B to B - Regional/National category, POSSIBLE’s P&G Birthday Cake joins an elite group of campaigns out of the more than 40,000 entries to be honored with a 2013 National ADDY Award


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