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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About the Work
The NBA is the most talked about sports league on social media. During games, fans flood their feed with GIFs to react to the biggest plays. But the same GIFs are being overused, and frankly they’re tired. 3x NBA all-star Joel Embiid is a human highlight reel, and his plays are too amazing for those played GIFs. MTN Dew believes in doing, and not just talking. So we created “The Joel Embiid Deserves Better Reactions” GIF Collection, a suit of 12 completely original GIFs. Each over-the-top GIF was crafted to become part of internet culture. We put the suit of fresh GIFs on GIPHY, and released it with a spot featuring a rather unhappy Joel Embiid during the all-star game, in front of 7.3M of the most passionate fans – up 8% from the previous year’s game. In the three weeks, the GIFs were seen over 6.5M times. Twitter and text conversations were flooded with the reaction GIFs. Almost instantly, the collection began trending on GIPHY. All of which blew our minds. (Which we of course made a GIF for).
2020 Awards
Total Points: 2
Merit Honor
Credits
Agency
TBWA\Chiat\Day / New York
Client / Brand
Mountain Dew / White Plains
Production Company
Park Pictures / New York
Direct Focus / New York
Music / Sound Production Company
Plush / New York
Search Party Music / New York
Post Production Company
PS260 / New York
Artjail / New York
Art Director
Alexander Holm
Chief Creative Officer
Chris Beresford-Hill
Composer
Aaron Paul Low
Mike Gibney
Creative Director
Mike Blanch
Patrick Lavin
Digital Artist
Lee Towndrow
Alex Harding
Director
Terri Timely
Director of Photography
Donavan Sell
Editor
Maury Loeb
Ashley Ingbretson
Executive Creative Director
Julia Neumann
Amy Ferguson
Executive Producer
John Doris
Tina Lam
Justin Pollock
Jackie Kelman Bisbee
Anne Bobroff
John Skeffington
Winslow Bright
Sound Designer
Rob Fielack
John Nathans
Strategist
Bodi Karsono
Writer
Tom Hall
Avi Steinbach
Creative Team
Steve Mottershead
Emily Bloom
Account Team
Bruna Bechelli
Matthew Duerr
Allie Lightcap
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