ADC Awards

ADC Annual Awards is the oldest continuously running industry award show in the world, with an incredible legacy of over 100 years. These awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design – all with a focus on artistry and craftsmanship.

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2017 ADC Awards - Advertising

Through the Dark

Agency R/GA / Sydney

Client Google
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Annual ID

ADC_ADV17059M

About the Work

A collaboration between Australian hip-hop legends Hilltop Hoods and Google Play Music, this interactive music video harnesses mobile capabilities to capture a world turned upside down, as experienced by band member Dan Smith when his son underwent leukemia treatment. Two 3D environments rendered in code (dark representing fear, light symbolizing hope) are navigable by tilting or rotating the phone. Each listen on Google Play Music generated a donation to CanTeen to help support young Australians living with cancer. The work translates a moving personal journey into a powerful digital experience that fans could share while contributing to the cause.