For the 2010 Dallas Addy Awards Show, the theme was called "Addy Land". The call-for-entries poster was based off the concept of vintage boardgames, with irreverent and humorous parodies of stereotypical ad agency employees and clients.

For the awards show, the characters from the poster were created into life-sized standees that were placed around the venue. The characters were also animated and used during the ceremony to differentiate each award category.

Illustration and design commissioned by CALIBER CREATIVE.