DAE, San Francisco Follow Update

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DAE Wins Multiple 3AF Awards

May 17, 2011


SAN FRANCISCO, Calif. (May 17, 2011) – DAE, a leading Asian American integrated advertising and marketing agency, has swept 2 out of 3 awards at the Asian American Advertising Federation (3AF)’s annual conference -- a Silver for its controversial and ground breaking San Francisco Hep B Free campaign and a Bronze award for its Wells Fargo campaign.

“It’s fabulous to be recognized by our colleagues and we thank the 3AF for the awards,” said Vicky Wong, President & CEO of DAE. “In our 20th anniversary year, we’re particularly joyful to have received so many recognitions from the industry validating our talent and expertise.”

The Hep B campaign titled “Which One Deserves To Die” alerted the public that 1 in 10 Asian Americans is chronically infected with hepatitis B. It has bolstered awareness for hepatitis B and the risk to Asian Americans. The campaign was published in several languages – including Chinese, Korean, Tagalog, Vietnamese and English. The concept sprang from the need to mobilize the Asian community against a silent killer. The message urges the target audience to get vaccinated and puts them in the uncomfortable position of being responsible for getting their friends and family to do the same. DAE crafted the message to convey a serious question, making the interaction with the communication interactive, compelling, and most of all unforgettable.

Wells Fargo’s “Relationship” campaign honed in on the very core of the Asian American cultural mindset towards working together by exemplifying how the institution cultivates lifelong relationships. The focus was on the value Asian Americans place in personal relationships, whether it's the hopes and dreams passed down through generations, or the deep connection Asian Americans have within the tight-knit community. The selected creatives show how the campaign captures this insight as it relates to family, businesses, and community.

“This has been a momentous year for Wells Fargo. With the continued conversion of Wachovia bank stores, we have successfully launched the Wells Fargo brand along the East Coast, strengthening our position as a leading U.S. financial services institution and a committed supporter of the growing Asian American market,” said Della Ng, Asian Segment Brand and Advertising Manager at Wells Fargo. “Through advertising, community outreach and financial education programs, Wells Fargo continues to look for positive ways to engage the Asian American consumer in support of our broader commitment to helping customers achieve their financial goals at every stage of life.”

The awards were presented in Las Vegas on May 12, 2011.

To learn more about DAE and Asian American advertising and marketing, visit www.dae.com.

About DAE

Based in San Francisco, DAE has been helping businesses grow, adapt to change and reach out to the Asian American communities for over twenty years. DAE is a Grand Prize winner at the 2010 ANA Multicultural Excellence Awards and a Clio finalist. DAE is a founding member of the Asian American Advertising Federation and an AdAge “Top 10” Asian American ad agency.