At Commit Agency, we live and breathe bold ideas, purpose-driven creativity and results that matter. That’s why we’re thrilled to share some exciting news: our work has recently been recognized at the ADDY Awards, one of the most prestigious honors in the advertising industry. In a recent episode of Rebel Reels, our very own Senior Art Director, Matt Walker and Social Media Manager, Jade Frazier, sat down to discuss the accolades and the incredible creative processes behind the winning campaigns.
What Are the ADDY Awards?
The ADDY Awards, officially known as the American Advertising Awards, are hosted annually by the American Advertising Federation (AAF). These awards celebrate excellence in advertising and recognize the industry’s most creative and effective campaigns across local, regional and national levels. Over 35,000 professional and student entries are submitted each year, making it the advertising industry’s largest and most representative competition.
Winning an ADDY isn’t just about flashy visuals or clever copy; it’s about meaningful storytelling and problem-solving that drives real-world impact. At Commit, we’re proud to say our work has done just that.
The Wins: Innovation Meets Impact
This year, we brought home three ADDY Awards:
- Silver ADDY for MIA Chatbot (Valley Leadership)
- Silver ADDY for the “I Got It at Goodwill” Punk Girl TV Spot (Goodwill of Central and Northern Arizona)
- Bronze ADDY for the Holistic Goodwill TV Campaign
MIA Chatbot: Making an Impact in Arizona
Our partnership with Valley Leadership led to the creation of the MIA chatbot—a resource designed to help Arizonans in need access essentials like food, shelter, and emergency assistance. Valley Leadership had a vision for a user-friendly tool that could serve diverse communities across the state.
From branding and naming to visual design and user interface, our team approached the project with care and empathy. The result? MIA, short for “Making an Impact in Arizona.” A simple, approachable name backed by powerful meaning.
“We wanted to be very approachable, very friendly. We wanted to speak to Hispanic audiences, Caucasian audiences, and we wanted not to lean too female or male,” said Walker. “It was just kind of getting in front of the most amount of people to help as many people as possible.”
The chatbot’s identity was carefully crafted to speak to all demographics. MIA’s logo features a friendly, modern face inside a chat bubble, with subtle animations like a wink to keep the experience approachable and human. “We worked on a logo for MIA, like the face and the color palette, and we really wanted to be nice and friendly but also modern,” Walker explained.
This campaign is a testament to what happens when purpose and creativity align, and we’re honored it earned a Silver ADDY.
Goodwill of Central and Northern Arizona: Redefining Thrift Culture
Thrifting isn’t what it used to be. In recent years, it’s become a trend embraced by younger generations for its sustainability and individuality. With this cultural shift in mind, our team evolved Goodwill of Central and Northern Arizona’s messaging with a refreshed campaign centered on the phrase “I Got It at Goodwill.”
One standout component was the Punk Girl TV spot, which earned a Silver ADDY. The spot captured the essence of finding something unique and unexpectedly stylish at Goodwill, celebrating personal expression through secondhand fashion.
“The phrase ‘I got it at Goodwill’ is so ubiquitous out there. People were already using it on their own, so we said, why don’t we take this and own it?” said Walker. This initiative was further enriched by a Bronze ADDY-winning holistic TV campaign that tied together storytelling across multiple spots and platforms.
The Phoenix Suns Partnership
As part of the broader Goodwill campaign, Commit helped conceptualize a collaboration with the Phoenix Suns that featured fan-favorite mascot Go the Gorilla. The creative storyline followed Go donating some of his old merchandise at a Goodwill store, which was later discovered by a young Suns fan. The spot is packed with nostalgia, heart and humor—from the donation drop-off to the high-energy dunk scenes back at home.
“We had the opportunity to figure out a way that we could work in the Suns and the partnership into the overall campaign. They got us a connection with Go the Gorilla, and we just ran with it,” said Walker. “It shows how people can give products new life, and that younger generations can love it just the same.”
The partnership not only created local buzz but also reinforced Goodwill’s mission of giving items a second life while staying connected to the community through shared passions like sports and sustainability.
Why These Wins Matter
Recognition from the ADDY Awards is more than a shiny trophy for the shelf. It’s validation that our work is pushing boundaries and making a difference. From creating digital tools that solve real-life problems to redefining how consumers view a brand, these campaigns show what’s possible when strategy, storytelling and design come together.
Each of these projects required a deep understanding of our clients’ goals, a strong collaborative process and a commitment to impact. Whether it was making resources accessible through MIA or showcasing the circular economy in action with Goodwill, the end result was thoughtful work that earned national recognition.
Rebel Reels: Creativity in Conversation
If you haven’t yet, be sure to check out the Rebel Reels Series—a behind-the-scenes look at the creative engine of Commit. These episodes are where strategy meets spontaneity, and our team gets candid about what it really takes to produce award-winning work.
In the episode covering our ADDY wins, Matt and Jade dive deep into the creative decisions, challenges and client collaboration that made these campaigns shine. “Just hearing the creative process is so interesting,” said Frazier. “It’s so important because we can all learn from each other.” It’s a masterclass in creative partnership, all delivered in the accessible, down-to-earth style you’d expect from the Commit crew.
Final Thoughts
We’re incredibly proud of these wins, but even more proud of the work itself—work that makes lives better, builds brand love and brings people together. At Commit Agency, we don’t just create ads. We craft experiences that connect.
As we continue to push creative boundaries, we’ll keep telling stories that matter. And we’ll keep doing it in the way only Commit can: with rebellious spirit, heart and a whole lot of hustle.
