• by Richard Whitman , Columnist, April 21, 2016

Did you know that the Association of National Advertisers chose the name of its awards event, REGGIE, Awards, because it symbolizes making the cash register ring? Get it? REGGIE. Register. Cash Register? OK now that we're past that realization we can share that at this week's REGGIE Award Gala held at the Westin hotel in Chicago, FCB Chicago took home top honors, the Super REGGIE, for its work on the Valspar "Color for the Colorblind" work.

A total of 70 awards were presented to agencies and brands for the best brand activation marketing campaigns of 2015 across 23 different categories.

In FCB's winning campaign, Valspar partnered with EnChroma to bring its optical technology to the colorblind so that they could see color for the first time. The documentary film “Color for the Colorblind” was the centerpiece of a multi-channel campaign. The film features personal stories from four colorblind individuals who shared their reactions to experiencing the full spectrum of color for the first time in their lives.

Categories in the competition ranged from global execution to national and local campaigns with different budget levels down to specific discipline options. Disciplines included experiential, digital/social media, sponsorship, and cause marketing, plus two categories for retail- and shopper-focused campaigns.

Of the awards, ANA President and CEO Bob Liodice said, “Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best marketing campaigns activated by brands and agencies. Our congratulations go out to all the winners, and our thanks to everyone who participated in the competition.”

You can check the full list of REGGIE winners here.