MacKenzie has been recognized by the American Advertising Federation (AAF) for its work on San Francisco Bay Ferry’s Now Departing from the Ordinary campaign, earning ADDY Awards in both the Out-of-Home and Audio/Radio categories. The honors celebrate standout concept development, creative execution, and impactful design.
“We set out to create a campaign that felt fresh, fun, and true to what makes riding San Francisco Bay Ferry so memorable,” said Janis MacKenzie, Agency President. “It’s incredibly rewarding to see that vision honored by our industry peers.”
The Now Departing from the Ordinary campaign reintroduced the ferry service to riders and new audiences by showcasing it as the best way to cross the Bay—an experience that offers more than just transportation. Through a whimsical visual identity, playful messaging, and a lighthearted tone, the campaign invited people to escape the everyday and embrace the joy of the ride.
Developed in close collaboration with SF Bay Ferry’s marketing and communications team, the multilingual, integrated campaign included digital, social, radio, outdoor, and transit advertising. It raised awareness across the region and helped reinforce the ferry’s reputation for delivering a one-of-a-kind passenger experience.
“This campaign reflects the joy and enthusiasm riders already feel for San Francisco Bay Ferry,” said MacKenzie. “With a 98 percent passenger satisfaction score, the service clearly resonates—and we wanted the advertising to capture that same sense of delight. It was a privilege to help bring that spirit to life through work that celebrates the experience as something truly special."
The American Advertising Awards is the industry’s largest and most representative competition, attracting more than 25,000 entries annually. The mission of the competition is to recognize and reward the creative spirit of excellence in the art of advertising. The local honors, presented by AAF SF Bay Area, celebrate work that pushes boundaries and delivers results.
