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

Non-Fungible Animals

Agency Saatchi & Saatchi / Düsseldorf + MetaDesign / Berlin + Digitas Pixelpark + MSL Group / Germany

Client WWF


Direct / Digital - Single

Annual ID


About the Work

Alongside global warming and climate change, species conservation is one of the biggest issues of our time. For years, WWF Germany has been working to conserve the world’s biological diversity and protect endangered species. But how can we communicate this well-known problem in a new way? 2021 was a breakthrough year for digital art. A lot of hype surrounded Non-Fungibles Tokens, which generated record revenues and made headlines around the world. WWF decided to turn the hype into help. By using NFTs to protect something that is equally unique and irreplaceable: endangered species. For the first time, Non-Fungible Tokens became Non-Fungible Animals. In collaboration with renowned international artists, 10 digital artworks were created to support the fight to save 10 endangered species. All NFAs were limited to the exact number of animals left in the world. A campaign was launched highlighting the drop everywhere. For the sale a website has been created, including a special feature. Every buyer was able to purchase the digital artworks not only with cryptocurrency, but also by simply using a credit card. This solution made it even easier for everyone to support the campaign. Non-Fungible Animals established a completely new way to raise money – and changed the conversation about NFTs highlighting an important topic for the whole society. The result: over 65 million reach and more than 250,000.00 euros in proceeds. Every time an NFA is resold in the future, WWF will receive a royalty of 10 %. The next drop is already being planned.

2022 Awards

Total Points: 3

Merit Honor



SAATCHI & SAATCHI / Düsseldorf

Design Firm

MetaDesign / Berlin

Digital Agency

Digitas Pixelpark

PR / Marketing Agency

MSL Group / Germany

Chief Creative Officer

Dennis May


Rouben Pohl

Executive Creative Director

Andreas Läufer
Christian Anhut


Kendra Maass

Agency Producer

Barbara Schinzel

Senior Art Director

Hendrik Müller
Ian Guimarães
Tela von Mücke

Senior Copywriter

Clemens Wadepohl
Gabriel Lepesteur

Account Manager

Marco Diel

Associate Director Digital

Christoph Schnabel

Camera & Editor

Robert Slomke


Wigan Salazar

Chief Growth Officer

Christoph Pietsch


Robin Hellmann

Director Sound, Soundmix

Timo Kockmeyer

Flame Artist

Dominik Skopp

IT Development

Daniel Robens
Hendrik Neumann

Junior Consultant

Antonia Gottwald


Rosie Thorpe

Online Business Development

Karl Nowak

PR Lead

Marco Vollmar

Projectmanager digital

Friederike Eichhorn

Senior Advisor

Wolfgang Büchner

Senior Business Development Manger

Alexander Hatzekonstantinidis

Strategy (Initiator), Technical lead

Max Penk

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