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.
Learn more about ADC105
Category
Pop-Ups / Installations - Single
Annual ID
ADC_ADV17082M
About the Work
Stroller shopping can be a challenge for parents for many reasons. But an often overlooked stroller-buying consideration is how the baby feels. This is because babies can’t verbalize their comfort levels or preferences, and average-sized adults can’t fit themselves into strollers to experience them firsthand. We created an exact, adult-size replica of one of our best-selling baby strollers and invited parents to try it in stores and in parks. During the Test-Ride experience, we created a relationship with parents where they registered to receive information about our line of products. The option of buying a stroller was also readily available wherever the test-ride was happening. To reach an even larger audience, our live, experiential events were supported with an online film, live broadcasts via Periscope, Twitter and Facebook. For the first time ever, parents could experience what their baby experiences, proving just how comfortable Contours strollers are for babies.
2017 Awards
Total Points: 5
Merit Honor
Credits
Agency
FCB / Chicago
Production Company
Lord + Thomas / Chicago, IL
Cinema Libertad LLC / Chicago, IL
Hero Solutions / Chicago, IL
Creative Director
Gustavo Dorietto
Gabriel Schmitt
Todd Durston
Executive Creative Director
Todd Tilford
Max Geraldo
Writer
Sue Salvi
Megan Kellie
Agency Producer
John Bleeden
Kelley Varga
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