ASCALON FILMS WINS NATIONAL ADDY® AWARD

ANN ARBOR, Michigan — Producer/director Keith Jefferies has won a National Silver ADDY® Award for Promotional Media - Non-Profit for his video profile of 826 Michigan. The prestigious advertising award from the American Advertising Federation was announced June 12, 2010 in Orlando, Fla.

826 Michigan is a hip non-profit organization based in Ann Arbor. Fronted by a robot store that adds wonder to the whole experience, it offers free writing workshops and tutoring to school-age kids. The award-winning video portrait is part of a series originally produced for the online magazine, Concentrate. The video echoes 826 Michigan’s strategy, drawing viewers in through the quirky robot store, then providing insights into the center's work with kids. Its soundtrack music, An Introduction to Science by Solvent, was generously provided by Ann Arbor label, Ghostly International

“This piece about Liberty Street Robot Supply & Repair/826 Michigan was really fun to make. It feels very worthwhile to create something for folks who do such a fantastic job,” Jefferies says. “It inspired me to put together something that's both fun and informative, exactly the standard 826 Michigan sets for itself.”

Jefferies’ 826 Michigan video was recognized locally and regionally before winning in the national contest. His piece was one of more than 60,000 entries nationwide. Keith Jefferies has produced hundreds of hours of film and television programming including documentaries, entertainment, and promotional work, as well as work on both short and feature-length narrative dramas.

Before coming to Michigan in 2003, he worked as a director at the British Broadcasting Corporation on the flagship international news channel, BBC World, plus digital children’s channels, CBBC and Cbeebies, and interactive programming. Jefferies is a full member of the Directors Guild of Great Britain and the Guild of Television Cameramen. He owns Ascalon Films, a Michigan-based independent film production company.

About the Addy Awards®

The ADDY® Awards are the world's largest and arguably toughest advertising competition. They represent the true spirit of creative excellence by recognizing all forms of advertising from media of all types, all sizes and all levels from anywhere in the world. The American Advertising Federation, a not-for-profit industry association conducts the ADDY® Awards through its 200 member advertising clubs and 15 districts. It is the only creative awards program administered by the advertising industry for the industry.