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.

2019 ADC Awards - Experiential Design

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Agency Digitas / Boston + Potential Energy Coalition / Boston + Droga5 / New York + Barton F. Graf / New York

Client Potential Energy Coalition
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Annual ID

ADC_EXP19008B

About the Work

With 17 million potential voters, Gen Z represents a voting population larger than Ohio and Pennsylvania combined. This essentially makes them a swing state powerful enough to change the outcome of an election. Realizing this, one student-led organization needed a way to activate this base heading into the 2018 elections. Our solution used Gen Z’ biggest stage—graduation—to send a powerful message delivered in the same amount of time as a 60-second ad. Using a cross-platform social approach that leveraged video, GIFs, and user-generated content from a unique hack of Instagram Carousels, our campaign spread Gen Z’ demands: safety from gun violence, action on climate change, and equality. Ultimately, hundreds of student leaders from over 150 cities across 24 states, donated 60 seconds of their graduation speech while our social campaigned reached over 1,000,000 youth voters, garnering 25,000,000 impressions with a $0 spend on paid media.