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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Category
Craft in Digital / Content Strategy - Single
Annual ID
ADC_DIG17092M
About the Work
Macy’s has always believed in Santa. But in our increasingly cynical world, belief has become harder and harder to find. Take the Internet. It’s the place kids everywhere turn to for their information. But in 2016, when a child asked Google , “Is Santa Real”, the very first answer was a resounding “NO.” In response, we created The Santa Project, an ambitious nationwide mission designed to overcome online cynicism by filling the Internet with positive expressions of belief. We called on Americans of all ages to show they believed by posting #SantaProject photos, messages and videos to their online channels. Using rigorous search engine optimization tactics, we harnessed our campaign’s attention to dramatically impact Google’s search results. By Christmas day, if a child were to ask Google “Is Santa Real?” the first answer instead read: Santa is a symbol of generosity and goodness. We couldn’t agree more.
2017 Awards
Total Points: 5
Merit Honor
Credits
Agency
Figliulo&Partners / New York
Production Company
Park Pictures / New York
Cartel / New York
Leroi / New York
Smartypants / New York
Hungry Inc / New York
Post Production Company
The Mill / New York
Sound Production Company
Mr. Bronx Audio Post / New York
Chief Creative Officer
Mark Figliulo
Creative Director
David Gibson
Spencer LaVallee
Nathan Lennon
Designer
Christina Hillman
Agency Producer
Robert Valdes
Jill Landaker
Content Strategist
Ben Lebowitz
Quaison Quaison
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