ADC Awards
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Category
Design for Good / Advertising - series
Annual ID
ADC_DFG21_032M
About the Work
Black people have been victims of police brutality for far too long. Many times when questioned, officers say, “I thought they had a gun.” In reality, the victims were unarmed. So we created “Not a Gun” to bring awareness and spark change around the issue of deadly implicit bias.
Released in February 2020 the integrated campaign shows the absurdity of how a candy bar in a white person’s hand can somehow turn into a gun when in a Black person’s hand.
But as the campaign was launching, Ahmaud Arbery was murdered, then Breonna Taylor and then George Floyd. So we felt the need to continue working. We responded in real time. First, we addressed Ahmaud’s murder with a film that lists things Black people have been murdered for, asking for the unjust murders to end. Then when Trump failed to address these murders, we created newspaper ads that were used as protest signs at his rally. And leading up to the election, we made political yard signs with the names of police-brutality victims to remind people that their vote affects Black lives.
Each piece called for one thing: change. Change in policy, law-enforcement training and America’s perception of Black people.
The campaign garnered press across the country and organic support from a variety of notable figures, like documentarian Michael Moore, attorney Ben Crump, outspoken celebs D. L. Hughley and Amy Schumer and a host of others.
Beyond that, Courageous Conversation has reported a 900 percent increase in racial-sensitivity-training inquiries. And recently the Ad Council added CCGF to its list of partners. So what started as a local campaign in Austin, with a media spend of $5K, has turned into a national campaign that has received $400K in donated media, with over 40 million impressions in only two months.
Released in February 2020 the integrated campaign shows the absurdity of how a candy bar in a white person’s hand can somehow turn into a gun when in a Black person’s hand.
But as the campaign was launching, Ahmaud Arbery was murdered, then Breonna Taylor and then George Floyd. So we felt the need to continue working. We responded in real time. First, we addressed Ahmaud’s murder with a film that lists things Black people have been murdered for, asking for the unjust murders to end. Then when Trump failed to address these murders, we created newspaper ads that were used as protest signs at his rally. And leading up to the election, we made political yard signs with the names of police-brutality victims to remind people that their vote affects Black lives.
Each piece called for one thing: change. Change in policy, law-enforcement training and America’s perception of Black people.
The campaign garnered press across the country and organic support from a variety of notable figures, like documentarian Michael Moore, attorney Ben Crump, outspoken celebs D. L. Hughley and Amy Schumer and a host of others.
Beyond that, Courageous Conversation has reported a 900 percent increase in racial-sensitivity-training inquiries. And recently the Ad Council added CCGF to its list of partners. So what started as a local campaign in Austin, with a media spend of $5K, has turned into a national campaign that has received $400K in donated media, with over 40 million impressions in only two months.
2021 Awards
Total Points: 3
Merit Honor
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Production Company
Rakish
Music / Sound Production Company
Lime Studios
Post Production Company
The Mill
Work Editorial
Art Director
Malika Reid
Mila Wizel
Associate Creative Director
Anthony O'Neill
Rony Castor
Chief Creative Officer
Margaret Johnson
Creative Technologist
August Björnberg
Design Director
Ryan Self
Director
Kevin Foley
Editor
Biff Butler
Executive Producer
Brad Johns
Danielle Riccardi
Fawn Fletcher
Preston Garrett
Susie Boyajan
Tena Goy
Sound Designer
Dary Barclay
Joel Waters
Michael Anastasi
User Experience Designer
Gavin Marler
Brand Strategist
Madison Cameron
Communications Strategist
Matt McNamara
Senior Producer
Anita Emor
Molly Troy
Katie Buckley
1st AD
Mariano Andre
2D Comp
Tim Robbins
2D Comp Lead
Adam Lambert
2D Lead Artist
Alexander Candlish
Account Manager
Crystal Thomas
Emily Kelly
Rachel Diaz
Assistant Mixer
Chris Nungary
Board Chair, Courageous Conversation Global Foundation (CCGF)
Glenn E. Singleton
Broadcast Traffic Director
Ruchele Eisenman
Co-Chairman
Jeff Goodby
Rich Silverstein
Co-Director of Production
Margaret Brett-Kearns
Colorist
Matthew Osborne
Content Creative Coordinator
Hanna Hegnell
Director of Business Affairs
Judy Ybarra
Director of Communications
Meredith Vellines
Director of Communications, Courageous Conversation
Gabriel Joshua Gima
Director of Creative Technology
Troy Lumpkin
DP
Mike Gioulakis
Executive Director, Courageous Conversation Global Foundation (CCGF)
Andrea Johnson
Head of Broadcast Production
Leila Gage
Head of Photography
Quinn Gravier
Line Producer
John Malina
Managing Partner
Leslie Barrett
Mix & Mastering
John Iaquinta
Music Director
Dan McManus
Original Music
Alec Harrison
Partner, Head of Brand Strategy
Bonnie Wan
Partner, Head of Communications Strategy
Christine Chen
President
Derek Robson
Production Designer
Jace Ford
Quantitative Strategist
Nancy Parrott
Retouching
Sam Nordemann
Senior Business Affairs Manager
Anna Diokno
Senior Print Producer
Joni Wittrup
Senior Print Producer / Art Buyer
Noah Dasho
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