Every year, a handful of spots emerge from the media marketing maelstrom that go beyond simply hyping television to embed themselves in the collective consciousness. Sometimes, these spots are so potent, that one by itself can propel an agency beyond mere one-off honors at the PromaxBDA Promotion, Marketing and Design Awards, and send them rocketing all the way up the ladder, toward victory at the highest level.

The VH1 Dating Naked promo “Love Is in the Air,” by your 2016 PromaxBDA North America Agency of the Year, Mistress, is one such spot:

Up for awards in six different individual categories, including Promo Art Direction & Design and Out-of-House Promo, “Love Is in the Air” took Gold in four of them, accumulating enough points by itself to propel Mistress to the top honor. But the feisty, funny, :60 only cracks the surface of the agency’s varied vault of projects from the past year.

From the irrepressible froth and frisk of “Love Is in the Air,” Mistress turned relentless and cinematic with its launch spot for the World Surf League’s 2015 world tour.

The hard-hitting promo was part an overall “You Can’t Script This” campaign that brought surfing’s singular output of unexpected and seemingly impossible moments to new and old fans around the globe.

For Netflix’s coke-fueled Narcos series, Mistress headed up the social side of the equation, with a series of eye-catching designs and real-time responses as sweeping as the drug trade itself. Content included #Cokenomics posts that brought compelling data from the narcotics industry to life through infographics and contemporary comparisons.

And in response to Facebook’s launch of the “reaction” emoji feature, Mistress concocted an arsenal of show-specific offerings offering adorable depictions’ of Narcos motley crew of brutal criminals and hardboiled law enforcers.

Creating impact on any platform, running the emotional gamut from heavy drama to lighthearted comedy, Mistress demonstrated over the last 12 months what an Agency of the Year should – that it is capable of virtually anything.

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