Cheil: 2022 ADDYs

The advertising agency, Cheil, was nominated for multiple awards for the 2022 ADDY’s. The goal was to create a fun and captivating ad for the ADDY’s to showcase to DFW during the award ceremony.

I teamed up with two amazing copywriters and we brainstormed the following concepts. Our team went up against 5 other groups and our “How do you pronounce Cheil?” concept was the winner.

Creative Director: Matt Villanueva | Associate Creative Director: Katie Cantu-Broderick | Copy writers: Andrew Zenyuch and Ben Jones

How Do You Pronounce Cheil?

The winner for the ADDY’s placement.

Cheil? Chill? Chili? I get it, it took me a while too. Alot of agencies in Dallas have heard our name, so let’s invite people to talk about us and pronounce it correctly; because we aren’t going anywhere.

The (Oldest) Newest Kids On The Block

Cheil may be the new kid in the DFW Ad scene, but we’ve been around since the 70’s. With cassette tapes making a comeback among social media influencers and popular artists like Post Malone, BLACKPINK and Taylor Swift, I wanted to create a visual that captured the popularity of a global ad agency in a classic way.

Extension: QR code would take you to a YouTube playlist with artists like Queen, MC Hammer and Shawn Mendes.

The Cheil Signal

Cheil is a powerhouse agency. Everyone has heard of us but none of them know who we really are. Let’s use that intrigue to our advantage and recruit some Robins.