Friday evening, Riester brought home 23 trophies from the 2025 American Advertising Federation’s Addy Awards, demonstrating our outstanding collaboration with clients and commitment to creative excellence. From public health initiatives to fitness inspiration to civic engagement campaigns to breakthrough healthcare and pharma marketing, our projects redefined storytelling, pushed the boundaries of design, and created campaigns that are still driving real impact.  We’re honored to celebrate this year’s achievements with our clients, partners, and the incredible minds behind these award-winning campaigns.

Award-Winning Campaigns

EōS Fitness – Powering Up with Gold & Silver

EōS Fitness made a strong impression with its “Will Power: Where There’s A Will” campaign, which won two Gold Addy awards and two Silver awards.  The campaign’s standout visuals and energy were recognized in Animation, Special Effects, Motion Graphics, or CGI, along with recognition for Art Direction and its Online Commercial Campaign.

Citizens Clean Elections Commission – Gold, Silver & Bronze Wins

The Citizens Clean Elections Commission campaign, “Get Democracy Done,” took home multiple awards, highlighting the impact of clear, engaging voter education. The campaign earned three Gold awards, one Silver award and one Bronze award in the Public Service Campaign category, further cementing its success in mobilizing Arizona’s electorate.

HonorHealth – Elevating Healthcare Marketing with Gold, Silver & Bronze

HonorHealth’s campaign delivered an artful message connecting nutrition with wellness, earning the prestigious “Art Direction of the Year” award along with additional Gold, Silver and Bronze awards for its “Foodspiration” and “Inner Universe” TV commercials and its Animation, Special Effects, Motion Graphics, or CGI.

Idaho Department of Health & Welfare – Silver in Public Service Radio

The Idaho Department of Health & Welfare’s “Yummy Yummy” campaign on foodborne illness won a Silver award in Public Service Radio, reinforcing the power of creative public health messaging.

University of Arizona – Creativity that Inspires with Gold, Silver & Bronze

For the University of Arizona, its “Wonder” campaign earned major recognition. The campaign won a Gold award for Cinematography in a Television Campaign, a Silver award for an Integrated Advertising Consumer Campaign (Regional/National), and two additional Bronze awards.

Riester’s Associate Creative Director Paul Svancara – Won “Creative Professional of the Year”

Following in the historic footsteps of Riester’s legacy creative directors, David Robb and Tom Ortega, Riester’s Associate Creative Director, Paul Svancara, was awarded “2025 Creative Professional of the Year.” Riester’s founder and CEO, Tim Riester said about Paul, “Every winning team needs a franchise player. A real star who is extremely talented and shows up daily committed to performing their best – no drama – just dependable leadership by example. That is an exact description of Paul Svancara and his importance to Riester. Paul is quietly inspired, disciplined, and astute. He is passionate about form, shape, and color. He is a real perfectionist and a truly creative advertising professional. For 13 and a half years at Riester, Paul has worked through more nights and weekends than can be counted to help me keep business flowing through the firm. I really appreciate Paul and believe he is so deserving of this incredible honor.” Paul’s leadership, vision, and creative excellence continue to elevate everything we do.

As we look ahead, our mission remains the same: to challenge expectations, tell meaningful stories, and deliver award-worthy work that drives results. A huge thank you to our clients, partners, and team—this success is yours, too.

In a crowded fitness industry where low prices and high value dominate the conversation, EōS Fitness set out to differentiate itself with a bold, emotionally driven campaign centered on inclusion and achievement. Understanding that its members are high achievers—individuals who push themselves daily to feel stronger, both mentally and physically—EōS introduced Will, a charming, determined character embodying the spirit of perseverance. Through dynamic storytelling, striking visuals, and a brand-first approach, the campaign celebrates willpower in all its forms, inspiring gym-goers of every shape and size to push their limits and embrace the challenge.

Meet ‘Will Power’: The Playful Mascot That Inspires You To Show Up And Get Moving

EoS Fitness is introducing an unlikely motivator—a bouncy blue mascot named Will Power, who, despite having no ears or eyes, is full of determination.

Read more at publicomagazine.com

EōS has a Sidekick

The name is Will…Will Power. Will is a new member at EōS and is willing to try all that we have to offer. Although in Will’s case (and ours, too!), those attempts don’t always go as hoped or planned. But, Will remains undaunted and constantly strives to improve (us, too!). … It was created for the brand: EōS Fitness, by ad agency: Riester. This Film medium campaign is related to the Fitness industry and contains no media assets.

Read more at Ads of the World

Breaking Down the Best New Year’s Ad Campaigns in Fitness

EōS Fitness, a fast-growing HVLP gym chain with a large presence in California, Texas and Florida, is bringing mascots to the fitness industry. 

To support its 2025 campaign, EōS unveiled “Will Power,” a cute character made out of blue clay who sports a white headband and gray EoS duffle bag.

Read more at Athletech News

EoS Fitness Turns Willpower Into Sweet, Squishy Mascot

In a category filled with perfect abs, flailing ropes and Olympic squats, EoS is trying a different approach: a campaign starring a cute little mascot named Will Power.

The new approach is “as much a brand revolution as it is a new campaign,” says Shilpi Sullivan, CMO of the Dallas-based chain.

Read more at MediaPost

EoS Fitness Levels Up with Cute and Motivational Mascot

The high-value, low-price gym brand has introduced its newest “member”—Will Power, a cheerful and determined blue clay character—marking the start of its brand evolution. … Will Power—who sports a white workout headband atop his Eos Fitness-signature blue head—is undoubtedly cute and will likely be a hit with coveted Gen Z fitness consumers. He’s already become a hit on Instagram, racking up hearts and comments of adoration.

Read more at Athletech News

Super Bowl commercials aren’t just advertisements; they are significant cultural moments. This year, some brands excelled, while others missed the mark. Tim Riester, the CEO of Riester, spoke with Fox 10 to discuss the biggest successes and surprising disappointments from the event.

Take Pfizer’s emotional ad, for example. They showcased a powerful story about a young cancer survivor, emphasizing themes of perseverance, community, and hope. The storytelling, combined with a Rocky-inspired boxing metaphor, reminded viewers of the importance of investing in medical research.

Rocket.com made a brilliant move with their advertisement, set to “Take Me Home, Country Roads.” It celebrated the dream of homeownership and became truly memorable when the campaign continued into the stadium, with the audience singing along in real-time and digital banners reinforcing their branding. This kind of engagement is rare in Super Bowl history.

Humor also played a significant role in this year’s commercials. Michelob Ultra featured the hustling stars from the recent Beetlejuice sequel, Willem Dafoe and Catherine O’Hara, while Bud Light hosted a clever cul-de-sac party that continued live in the stadium. These brands skillfully blended storytelling with entertainment.

However, not every brand succeeded. Pringles and Little Caesars had nearly identical ad concepts, which unfortunately diluted their impact. And Dunkin’s “Dun-Kings” diluted its message with too many celebrities and insider jokes.

For the complete analysis of what worked, what flopped, and what lessons can be learned, be sure to watch the full Fox 10 interview below!

Tim Riester, CEO of Riester, sat down with NPR/KJZZ for an in-depth discussion about Super Bowl 59 advertising. Tim broke down what worked—and what didn’t—during Super Bowl 59. As viewers, you know that Super Bowl Sunday is the biggest stage in the advertising industry. It’s not just about being seen; it’s about making an impact.

So, what separated the winners from the flops? The best ads this year focused on authentic storytelling and real emotional connection. You saw brands that truly understood their audience, using humor, nostalgia, or powerful messaging to leave a lasting impression. On the flip side, some ads relied too heavily on celebrity cameos without a strong concept—and audiences saw right through it.

Another major takeaway? Consumer expectations are shifting. People want more than just flashy ads—they’re looking for brands that align with their values, that reflect diversity, and that feel genuine. If your message isn’t relevant or relatable, it won’t stick.

As you plan your next big campaign, ask yourselves: Are you telling a story that resonates? Are you connecting with your audience in a meaningful way? The brands that nailed it this year did just that—and it paid off.

Listen to the full interview below for an inside look at what made some of this year’s Super Bowl commercials unforgettable.

As Super Bowl Sunday approaches, advertisers are gearing up to capture the attention of millions. Ad slots have reached an all-time high of $8 million for just 30 seconds. Including production costs and celebrity endorsements, companies may spend $16 to $20 million per ad. According to Tim Riester, CEO of Riester, the investment generally pays off, yielding an average return of $4.60 to $5.20 per dollar spent. There has also been a 22% increase in online searches and a 16% rise in brand conversations post-game.

This year’s lineup features new entrants like Coffee Mate, Angel Soft, and Haagen-Dazs, alongside established brands such as Bud Light with ads featuring Post Malone and Peyton Manning, and Hellmann’s with a nostalgic nod to When Harry Met Sally. While some companies are opting out due to economic uncertainties—like State Farm and most automakers—many still see the Super Bowl as a key opportunity to connect with consumers.

So, what makes a Super Bowl ad truly unforgettable? Watch the full interview with Tim Riester below as he breaks down the biggest trends, which brands are taking the biggest risks, and what to watch for during the game. Don’t miss his expert take—hit play now!

What’s that beat reverberating through the halls at Riester? It’s the sound of celebration after two wins at the prestigious Drum Awards, which were announced on the evening of June 5th. The Drum, a leading global publisher for the marketing and media industries, hosts its international competition annually. Ahead of this year’s gala event in New York City, jurors from around the world awarded our “Green Means Go” campaign – not once, but twice – with Gold in the Sustainability category and Bronze for Government or Public Sector work. As a ‘best of the best’ international competition judged by an assembly of top-notch creative professionals, we’re honored by this worldwide recognition – and proud to share the spotlight with our clients at the California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA); and our partners/stakeholders at California’s investor-owned utility companies, Southern California Gas Company (SoCalGas®), Pacific Gas and Electric Company (PG&E®), Southern California Edison (SCE®), and San Diego Gas & Electric Company (SDG&E®) who have embraced and amplified the campaign statewide.

The “Green Means Go” campaign educates Californians about accessible, highly competitive financing for energy efficiency upgrades, and includes a website that provides direct access to contractors and lenders with terms that provide more residents and business owners with the opportunity to invest in their homes and businesses – while taking collective action in the fight against climate change.

By collaborating with the amazing Jeremyville Studios, “Green Means Go” is filled with colorful Californian settings and characters, thoughtfully imagined with the state’s geographic and demographic diversity in mind. This creative detail is paying off, evident in click-through rates and overall campaign performance to date.

Since the campaign’s launch, more Californians than ever have been taking advantage of this unique program compared to the year prior, and our team is currently outpacing expectations for 2024. Recently, GoGreen Financing reached a significant milestone, with more than $100 million distributed for residential projects – and it truly feels like that’s only the beginning.

Our little GoGreen character keeps making us proud. This is not only to help thousands of Californians access financing for sustainable home and business renovations but also to advance to the American Advertising Federation’s regional ADDY awards. Now, he’s even made it into Communications Arts magazine’s Illustration Annual 65. Looking good, little green guy. We know you won’t stop til every home and business in California is as green as you are!

CAEATFA, Riester, And Jeremyville Studios Collaborate

The GoGreen Project was commissioned by the California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA). The aim of the project was to promote GoGreen Financing, which is an initiative designed to give more Californians access to loans that will help them make their homes and businesses more comfortable and sustainable. That means upgrading things like appliances, HVAC systems, and lighting solutions to make California a greener state.

The collaboration with Jeremyville Studios created an illustrated and animated vision of California that reflects the state’s vast diversity. We wanted to show California’s diversity through fun, funky, and familiar settings and characters that Californians from all walks of life could relate to. The result was a series of characters and settings that were not only attractive and unusual but felt familiar and inclusive to Californians from all walks of life.

How GoGreen Helped California Be More Sustainable

Financing and planning home or business remodels can be a huge pain. This project makes it easy – and even fun. It’s all about encouraging people to make their homes and businesses more energy-efficient, a win for both the environment and the wallet!

The “Green Means Go” campaign doubled online engagement, increased website views by 70% and even boosted loan applications by 65%. Did that help CAEATFA reach its overall goals? Not even close… They exceeded them by a whopping 240%!

GoGreen Financing Project Showcased in Communication Arts Magazine

Teaming up with the folks at Jeremyville Studios and the visionary clients at CAEATFA was something truly special. Not only have we crafted a killer message, but we’re also making a real impact on a sustainable future for all Californians. Visit https://www.gogreenfinancing.com/.

It’s May, the flowers are blooming, and the Riester team is busy celebrating the launch of a newly revitalized brand so near-and-dear to us, we let our skis and snowboards collect (a little) dust this winter as we helped an amazing group of clients bring it to life.

Hundreds of leaders from the Park City and Summit County, Utah community gathered to preview and celebrate the new brand for the city: Mountainkind.

The travel and tourism sector has seen big changes in the 20 years since Park City’s last major rebrand – and so has the town itself. Retiring Boomers and the rise of remote work – among many other factors – have contributed to booms in development and visitation alike. For residents, Chamber partners and visitors, “sustainable tourism” is no longer a buzzword – it’s a necessity – and one that goes right to the heart of the new brand.

Who are the Mountainkind?

Some were born in the mountains. Others simply visit when they hear the mountains’ call. They long to feel humble under towering alpine pines, or get inspired by the commanding view from a summit. And whether they’re longtime Park City locals or just visiting for the first time, Mountainkind speaks to a community that revolves around nature, seeks outdoor adventure, small-town culture, and brings a commitment to preserving everything that makes Park City and Summit County Utah so special.

With this new brand, Park City is happily inviting folks with the Mountainkind spirit in their soul – as well as those drawn in by the great vibes.

And now that the brand is launched, a whole lot of us here at Riester are ready to break out our spring hiking boots and mountain bikes in celebration.

Riester Clients Win Big at the 2024 American Advertising Awards

Riester’s commitment to developing breakthrough creative that changes behavior was rewarded nine times at Friday night’s Phoenix 2024 American Advertising Awards Gala, including three coveted Gold Awards for excellence.

The annual competition, held by the American Advertising Federation, is the nation’s largest and most representative advertising competition, with locally-awarded Gold Addy recipient work forwarded on to regional and then national competition for continued recognition.

This year’s award-winning work spanned several industries.

Riester client, The California Alternative Energy and Advanced Transportation Financing Authority (CAEATFA) received four awards for excellence for Riester’s animated “Green Means Go” campaign. 

Designed to help California business, home, and multi-family owners obtain low-interest loans for energy-efficient upgrades in support of the state’s decarbonization and electrification goals, CAEATFA’s “Green Means Go” campaign was awarded in multiple channels and executions, including:

For digital excellence, CAEATFA and Riester received the Gold Award for the GoGreen Financing website. In the single Illustration category, the GoGreen Financing California Map won Silver. Finally, the “Green Means Go” campaign was awarded two Bronze Awards for excellence in both the campaign’s four :15 second animated commercials and for orchestration of the regional integrated advertising campaign.

Following on the heels of Riester’s redesign of the Phoenix Sky Harbor International Airport website, Riester’s continued work with the City of Phoenix Aviation Department received a Gold Award for excellence in the Poster Campaign category.

Riester client SkiPro was recognized twice, including a Gold Award for consumer website for “The Avalanche Sale” website and a Bronze Award for logo design for the ski and snowboard company’s brick-and-mortar annual ski sale.

For Riester consumer packaged goods client Quest Products, the OTC healthcare products company received a Silver Award in the Television Advertising Regional/National category for Riester’s “Rock On” campaign.

Finally, on behalf of the AZ Health Care Cost Containment System, Riester was awarded a Bronze award for Public Service Online/Interactive for the social media posts in Riester’s “TalkHeals ‘Smile'” public awareness campaign, with the aim of reducing substance misuse among Arizona’s youth.

The Citizens Clean Elections Commission has completed its procurement process for the production and broadcast of candidate debates in 2024 and announced the selection of Riester in partnership with the Arizona Media Association (AMA) as the successful contractor. The collaborative proposal from Riester and the AMA —engineered to professionally produce debates for the U.S. Senate and Congressional, as well as Corporation Commission races for the 2024 primary and general elections—ensures optimal technologies, processes and productions for media outlets everywhere in Arizona that broadcast debates. The ultimate task for Riester and the AMA is to ensure the debates are available to all voters in every corner of the state. 

“In this new age of misinformation, Riester is highly motivated and honored to work with the Citizens Clean Elections Commission and the AMA’s hundred’s of media members statewide to produce the most professional, technically-sound debates that deliver uncensored and unedited candidate exchanges in English and Spanish to the communities they are competing to serve,” said Riester Founder and CEO, Tim Riester.

For more than two decades, Clean Elections has been the state’s only nonpartisan debate sponsor successfully producing hundreds of local, state, and federal debates. As a recognized voter education leader, Clean Elections is focused year-after-year on improving voter information accessibility and creating tools to support informed participation in elections.

“Many Arizona races are already a national topic, and the expectation is set for debates that provide visibility into the plans and policies of candidates,” said Clean Elections Executive Director Tom Collins. “Voters rely on Clean Elections to provide candidate debates that are nonpartisan, accessible, and fair. Our final decision on a partner for debates was guided by these principles, while keeping in mind a second, equally critical audience: members of the media who are stewards of civic engagement and providers of information to voters.” 

The selection of a debates production and broadcast partner is a key component to debates planning which started months ago and began with the evaluation of Arizona debate processes conducted by the Citizens Clean Elections Candidate Debates Work Group in 2023. The group summarized its findings in anticipation of the 2024 debates and will be referenced as plans are crystalized by Riester and the AMA. 

“When it comes to stimulating conversation among voters, nothing compares to debates which is why we have been working on them since last year,” said Clean Elections Voter Education Director Gina Roberts. “We believe that the combined competencies of Riester and the AMA are solid footing to produce debates that will reach all voters and give all candidates a level playing field to make their case to their constituencies.” 

“We are committed to the most successful debate season possible,” said Arizona Media Association President and CEO Chris Kline. “We have been allies on other important public awareness initiatives with both Clean Elections and Riester, and because of that, this new partnership is incredibly exciting. This relationship will allow us to make every debate available to hundreds of local media brands on radio, TV, in partnership with newspapers and across countless digital platforms with the goal of reaching every voter in our state.”  

About the Arizona Citizens Clean Elections Commission (Clean Elections)

The Citizens Clean Elections Commission was established by Arizona voters to restore citizen participation and confidence in Arizona’s political system, to improve the integrity of State government and to promote freedom of speech under the U.S. and Arizona Constitutions. Visit www.azcleanelections.gov to learn more. 

About the AMA 

The Arizona Media Association is a 501-c(6) non-profit corporation that acts as the official trade association for Arizona’s local radio, TV, print and digital industry. Its mission is to futureproof Arizona local media and protect its critical role in community connection. The Arizona Media Association also underwrites the Arizona Local News Foundation to connect communities with more local news and information. Membership includes more than 350 radio stations, TV stations, newspapers, digital operations and associate groups.  Visit www.azmedia.org for more information.

About Riester

Driven by humanity, the founders of Riester innately care and as a result have created a passionate creative marketing company that understands, appeals and connects to peoples’ emotions to drive change. Composed of culturally diverse, internationally experienced, thought-provoking people, this studious, collaborative, talented and open-minded group is in the constant pursuit of creating more impactful campaigns. This has led to Riester being recognized by AdAge among the 20 Hottest Creative Shops to Watch in America and PRWeek awarding its Campaign of the Year honors to Riester.