ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, 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.

2022 ADC Awards - Advertising

An Unlikely Friendship

Agency CYW / Madrid + Amazon Prime Video / London + The Mill / London + BLUR / Madrid

Client Prime Video


Craft in Video / Direction - Single

Annual ID


About the Work

Prime Video is a company about content and stories, that is why we wanted to create a modern Christmas tale that’s as entertaining as the content on the platform and make people smile this festive season. "An Unlikely Friendship” is the tale of an unexpected bond, forged through a shared love for entertainment, between two misfits: Hattie, a bullied hyena who can’t smile, and Carl, a grumpy zookeeper who can’t find any reasons to smile. So what better character than a hyena, a usually misunderstood and feared animal, to tell a one-of-a-kind Christmas tale condensed into two minutes. Hyenas are usually portrayed as savage animals, so we had to turn that around through the storytelling, different gags in the film, and our main character’s evolution.

The campaign was Prime Video's first Christmas advert in Europe, showcasing across seven countries on TV, digital channel, social media, and cinemas. For it to work everywhere, we had to develop a story that would resonate across every language and culture. So we wrote a script with no dialogue and with relatable characters who could make anyone, anywhere, smile.

2022 Awards

Total Points: 9



CYW / Madrid

Client / Brand

Amazon Prime Video / London

Production Company

Blur / Madrid

Music / Sound Production Company

Ballad Co. / Copenhagen
Zelig Sound / London

Post Production Company

The Mill / London

Creative Director

Xuan Pham


Chris Balmond

Director of Photography

Rob Hardy


Marc Soria

Executive Creative Director

Carmelo Rodriguez
Willy Lomana

Executive Producer

Mario Forniés
Zico Judge

Music Supervisor

Gregers Maersk

Sound Designer

Philip Nicolai Flindt

Account Executive

Elena Pineda

Brand Manager

Miguel Remis

Campaign Manager

Fiona Mukherjee
Krysha Shahi

Head of Production

Gemma Humphries

2D VFX Supervisor

Pete Hodsman

3D VFX Supervisor The Mill

Adam Droy

Animation Supervisor

Paul Tempelman


James Bamford
Tim Martin

First Assistant Director

Tirso Díaz

Marketing Director

Helen Cowley

Post Producer

Daniela Borges

Production Manager

Foncho Rodríguez

SFX Supervisor

César Alcaide

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