BrightView Design Group Wins LAMMY Award for New Ad Campaign

BrightView is accustomed to receiving accolades for its work in the field, but it was the company’s new marketing campaign that recently caught the attention of Landscape Architecture Magazine, the official publication of the American Society of Landscape Architects (ASLA).

As part of Landscape Architecture Magazine’s annual awards ceremony, or the LAMMYs, BrightView was awarded Most Persuasive Ad. It was one of only three LAMMY awards handed out for 2022.

BrightView is known for the bright blue and green of its logos, but its Marketing and Design Group teams wanted to move away from the typical business look and feel in its latest ad series, and it certainly made a positive impression.

“We were trying something new and outside of our standard blue and green look and bring more of an emotional reaction,” said Kelly Kraemer, BrightView Marketing Manager. “This idea came about during COVID-19 when we really learned how important our outdoor spaces are at keeping people together. We wanted to elicit an emotional response with the ads rather than rely on our typical brand promise.”

The winning ad, featuring two kids playing on swings, was based on the concept of photojournalism to capture unscripted moments of people in the natural environment BrightView designs and builds.

The BrightView team behind the ad consisted of Kraemer; Mark Carlos, BrightView Design Group Vice President & General Manager; Heather Fritton, BrightView Design Group Associate Lead; Caroline Weilert, BrightView Vice President of Marketing; and Tom Donnelly, BrightView Divisional President of Development.

“It has been such a joy being recognized,” Kraemer said. “It shows that what we are doing with our branch evolution is cool, forward-thinking, and that it’s working.”