Alpine Swines: Judges Special Recognition: ABAMN 2005 AD Awards Contest.

• Position: Multimedia

[ILLUSTRATION OMITTED]

Institution: Alpine Bank, Glenwood Springs, Colo.

Assets: $1.4 billion, 29 locations in eight western and southwestern Colorado counties

The purpose of this philanthropic campaign was to increase awareness of, and to raise funds for, various local literacy projects and agencies.

The institution spent about a year planning the campaign in-house before execution. There was no ad agency involved.

The effort was a spin-off of similar campaigns developed in Chicago ("Cows on Parade") and elsewhere.

The bank obtained 15 fiberglass statues of pigs, each slightly larger than life size. Some of the pigs were standing, others were seated. Pigs were selected because of their common association with "piggy-banks."

The bank approached 15 artists in the communities and asked them each to decorate a pig in a style that would be reflective of the community in which they lived. Once the artists had completed their work, the bank sent the decorated pigs on tour. The statues were displayed at festivals, farmers markets, parades and other local events. Other pigs were placed on display at libraries, schools and bank branches.

At the...