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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2018 ADC Awards - Advertising

Fans of Love

Agency R/GA / New York

Client Ad Council
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Annual ID

ADC_ADV18055B

About the Work

Many Americans still report feeling discriminated against. One main reason is because people discriminate unintentionally. This “implicit bias” influences how people interact with each other. To end bias, we must become aware of it first, especially in ourselves. “Kiss Cams” are a tradition of American sports, known for featuring “traditional” notions of love: mainly straight, same race relationships. At the 2017 NFL Pro Bowl, we gave it a modern twist. Instead of traditional types of couples kissing on the big screen, we showcased love in all its forms, forcing 60,000 live fans to come face to face with their internal bias, and showing them that they were actually more biased than they realized. On Valentine’s Day, we released a film of the stunt online, causing millions more to rethink their bias.