Down the rabbit hole they went.

Around 1,000 attendees (pre-registered, sponsors and walk-ins) turned out for The Show awards ceremony Friday night. Hosted annually by the Advertising Federation of Minnesota, The Show highlighted the top work of the local industry. The event, which had an "Alice in Wonderland" twist, took place at Aria in downtown Minneapolis.

Taking home the Best of Show honor was Carmichael Lynch for its "Make a Dog's Day" integrated campaign for automaker Subaru that featured a TV ad of a man taking his dog on a bucket-list road trip. It was part of the brand's wider #MakeADogsDay social initiative that encouraged "dog lovers to do even more for their pets, and to share their ideas with the world."

For the first time, recognition was given for work that was best of in-house marketers within companies, best of B2B work, best of digital and social media, best of design and best of student work.

Best of B2B: Save the River, Preston Kelly.
Best of In-House: "Name that Shopper," Target Creative.
Best of Digital: Subaru environmental website, Carmichael Lynch.
Best of Social: Explore Minnesota Tourism, Colle+McVoy.
Best of Design: BET Vodka packaging, Knock.
Best of Student: Next Big Sound, Hannah Kuisle.

Organizers also announced individual category winners who will receive pins. Gold and silver pin winners are eligible to compete for district awards and then could go on to the National Addy Awards this summer.