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

The Daily Bugle. For Real.

Agency Goodby Silverstein & Partners / San Francisco + Liberty Mutual Insurance / New York + SONY Corp

Client Liberty Mutual Insurance


Innovation / Press

Annual ID


About the Work

In December 2021, the hotly anticipated ‘Spider-Man: No Way Home’ was about to be released. And with every superhero action flick, one thing is always clear: epic battles come with excessive property damage. Enter: Liberty Mutual Insurance. To spread the news that Liberty Mutual protects when villains strike, we partnered with the destruction-filled Spider-Man film to make, well, the news. Instead of running ordinary ads, we made our very own media channel by creating a real-life version of the movie's infamous newspaper; the Daily Bugle. We teamed up with the film’s screenwriters, and wrote an entire special edition paper, filled with articles about the movie’s impending damage (and drama) – and wove the need for insurance throughout. For the launch of the limited-edition paper, we took over one of NYC’s classic newsstands for a day and transformed it into a Daily Bugle outlet. Without ever giving out the address, thousands of Spider-Man fans hunted our newsstand down, and we completely sold out in a few hours. We also surprised 63,000+ New York Post subscribers with a cover wrap that turned their normal paper into the damage-filled Daily Bugle. In just 24-hours, we achieved a PR reach of 283.7M, a social reach of 40M+, and received over 17,300 calls to a tip-line we included in the paper so people could report property they’d “seen” Spider-Man inadvertently damage. Those who missed out rushed to eBay to buy our advertising for up to $1199 a copy. The best result? People saw Liberty Mutual Insurance as the hero of the day. On Reddit alone, brand mentions increased by 250% and their share of voice in the insurance category increased by 153%. The Daily Bugle, for real. Spreading the news that Liberty Mutual protects.

2022 Awards

Total Points: 3

Merit Honor



Goodby Silverstein & Partners / San Francisco

Client / Brand

Liberty Mutual Insurance / New York

Art Director

Thomas Gledhill


Lennie Galloway

Chief Creative Officer

Margaret Johnson

Creative Director

Caroline Cappelli
Ryan Tovani

Executive Creative Director

David Suarez
Danny Gonzalez

Account Director

Cassi Norman

Account Coordinator

Jarrod Baltikauskas

Account Manager

Nikke Hendricks

Brand Strategist

Chelsea Bruzzone

Brand Strategy Director

Harper Bokum-Fauth

Communication Strategy Director

Dong Kim

Director of Business Affairs

Judy Ybarra

Director of Graphic Services

Jim King

Executive Broadcast Producer

Topher Cochrane

Group Brand Strategy Director

Katie Coane

Senior Business Affairs Manager

Anna Lorrie Diokno

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