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

Secret Society

Agency GSD&M / Austin

Client Avocados from Mexico
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Annual ID

ADC_ADV17030S

About the Work

For as long as most of us can remember, fat has always been something that's bad for you. Only recently have people become aware that “good fat” not only exists, but that it’s prevalent in some of our favorite foods, including Avocados from Mexico. That’s why we launched an online commercial leading up to the biggest snacking day of the year – the Super Bowl. Our commercial positioned the good fat in avocados as a secret that has just been revealed to the world — thanks in part to a secret society that’s really, really bad at its job.