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.
Learn more about ADC105
You have exceeded your allotted number of views.
For full access to our extensive awards archive
Members Login Here
For full access to our extensive awards archive
Members Login Here
Category
Social Media / Twitter
Annual ID
ADC_INT21_033B
About the Work
It’s not easy to stand out on Super Bowl Sunday. Every ad is vying for attention.
But nearly 80% of the Super Bowl audience is on social media while they watch the game.
So this year, we played a different game.
Literally.
To ensure our Super Bowl commercial for MTN DEW's new flavor would be part of that social conversation, we made it more than a commercial.
We designed a game that people would pause the actual Super Bowl for – just to go back and rewatch our ad. A game that you could only enter by guessing the amount of bottles featured in our commercial and saying the name of our new flavor to everyone on Twitter.
We filled our ad with hundreds and hundreds of bottles, then got a celebrity to tell them to find every last one. We even used social media to reteach people how to count before the game.
And people played. Because that celebrity told them during the Super Bowl that the first person to count every bottle and tweet the correct amount would win one million dollars.
We knew we wanted to be part of the conversation. We just didn’t know we’d be most of the conversation.
But nearly 80% of the Super Bowl audience is on social media while they watch the game.
So this year, we played a different game.
Literally.
To ensure our Super Bowl commercial for MTN DEW's new flavor would be part of that social conversation, we made it more than a commercial.
We designed a game that people would pause the actual Super Bowl for – just to go back and rewatch our ad. A game that you could only enter by guessing the amount of bottles featured in our commercial and saying the name of our new flavor to everyone on Twitter.
We filled our ad with hundreds and hundreds of bottles, then got a celebrity to tell them to find every last one. We even used social media to reteach people how to count before the game.
And people played. Because that celebrity told them during the Super Bowl that the first person to count every bottle and tweet the correct amount would win one million dollars.
We knew we wanted to be part of the conversation. We just didn’t know we’d be most of the conversation.
2021 Awards
Total Points: 9
Bronze Cube
Credits
Agency
TBWA\Chiat\Day / New York
Design Firm
Design by Disruption / New York
Client / Brand
MTN DEW / New York
Production Company
MJZ / New York
Redslash / New York
Music / Sound Production Company
Screaming Penguin / New York
Walker / New York
Post Production Company
Company 3 / Los Angeles
Electric Theater Collective / Los Angeles
Whitehouse Post / New York
Animator
Eric Bigman
Associate Creative Director
Ashley Veltre
Holden Rasche
Chief Creative Officer
Chris Beresford-Hill
Chief Marketing Officer
Greg Lyons
Chief Strategy Officer
James Sowden
Creative Director
James Sindle
Director
Tom Kuntz
Director of Photography
Hoyte van Hoytema
Editor
Russell Icke
Executive Creative Director
Amy Ferguson
Julia Neumann
Executive Producer
Abbey Hendrix
Ashley McKim
Caitlin Grady
Tricia Higgins
Strategy Director
Lesley Parks
Michael Obermeyer
Art Director Intern
Anika Grube
Assistant Editor
Paul Chung
Associate Art Director
Louis Prenaud
Associate Copywriter
Alli Walker
Copywriter Intern
Alexa Padron
Executive Strategy Director
John Gibson
Head of Design
Robyn Makinson
President / Executive Producer
David Zander
Senior Designer
Alex Lumain
Senior Executive Producer
Eriks Krumins
Senior Producer
Dottie Scharr
Senior Strategist
Bodi Karsono
2D Lead
Taran Spear
Associate Producer
Sarah Healy
Audio Engineer
Rob Fielack
BTS Shooter
Neil DaCosta
Business Affairs Manager
Anne-Camille Charpié
Business Director
Matthew Duerr
Business Lead
Bruna Bechelli
Business Manager
Allie Lightcap
CG Artist
Charlie Bayliss
Edwin Leeds
Elliott Holland-Crouch
Kieran Jordan
Oliver Metz
Platon Filimonov
Ross Stansfield
Ryan Maddox
Shari Solo
Stuart Turnball
Will Medcalf
CG Lead
Greg McKneally
Chief Executive Officer
Rob Schwartz
Communications
Asheden Hill
Compositor
Alberto Pizzocchero
Ludvig Hallenius
Nicola Borsari
Reynold Rodrigues
Stirling Archibald
Director of Integrated Business Affairs
Thalia Tsouros
Director of Marketing
Katy Holden
Engineer
Christopher Keyes
Head of Production
John Doris
Line Producer
Emily Skinner
Matte Painter
Dave Gibbons
Harry Wormald
Lee Matthews
Motion Graphics Designer
Jung Eun Han
Operations Manager
Christina Curtis
President
Nancy Reyes
Production Coordinator
Larisa Covaciu
Production Designer
Jahmin Assa
Senior Colorist
Stefan Sonnenfeld
Senior Director of Marketing, MTN DEW
Erin Chin
Matthew Nielsten
Senior Integrated Producer
Rick Segal
Senior Manager of Marketing
Eleonora Karastergiou
Senior Marketing Analyst
Jackie Tsontakis
VFX Shoot Supervisor
Adrian Hurley
Vice President of Marketing
Nicole Portwood
Related Awards
