Established in 1905, the AAF (American Advertising Federation) is the earliest advertising association in the US, and the only professional organization including members across all disciplines and career levels. Every year, the AAF hosts one of the largest and most representative showdowns in the industry: the ADDYs. Student or top agency, all entrants have to overcome Local Affiliate contests, then one out of 15 District competitions, to become eligible for a National ADDY Award. Headquartered in Washington DC, the AAF wanted to engage with the local creative community and encourage them to take up the challenge. Teaming up with DC based agency Salta With Us, we gifted them a battle cry: crappy briefs, spec work, bigger logos… Resist the Expected! Where Jack Kirby meets Shepard Fairey, we found the voice to boost a sense of pride and claim Washington DC as a capital of creativity.​​​​​​​​​​​​​​