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


Agency Goodby Silverstein & Partners / San Francisco

Client Lunchables


Integrated / Traditional

Annual ID


About the Work

For 30 years, Lunchables has helped kids build their lunch, their way. But sales had flattened, and Lunchables needed to transform the way kids looked at the product. We saw how much kids loved building with Lunchables and realized you could build almost anything with them—rockets, robots, Eiffel Towers—using just what’s in the pack. So we created a range of edible builds and repositioned Lunchables as “The Toy You Can Eat.” We brought our builds to print, TV and a digital hub featuring every build and designed blueprints for each one. Then we went where no snack’s gone before: the toy aisle. We partnered with FAO Schwartz, America’s most beloved toy store, filling its legendary Fifth Avenue windows with larger-than-life pizza UFOs, cracker rockets and pretzel horses. We even had multiple billboards in Times Square showcasing our creations. Inside the store, we put our “Lunchabuilds” on display, next to all the other toys. Kids could take home blueprints or scan the QR code on the box to pull up instructions for each build. The campaign was covered everywhere from Fox News to TODAY to Bloomberg. Our premium “Lunchabuild” kits sold out online in under two minutes. Online, kids started sharing their own builds—like pretzel giraffes, cracker airplanes and even a yellow (cheese) submarine. Even TikTok star Zach King created his own Lunchables castle, generating 12+ million views. Most importantly, Lunchables had their best year ever, with an incredible double-digit sales increase.

2022 Awards

Total Points: 3

Merit Honor



Goodby Silverstein & Partners / San Francisco

Production Company

FAO Schwarz
Hobby Film
Keena + Stebs
Crawford & Company
Food Scale Builds
GS&P Films
Prop & Spoon
VGS Studio
Visual Citi

Music / Sound Production Company


Post Production Company

Arcade Editorial

Art Director

Ryan Harper


Stephen Pacheco

Chief Creative Officer

Margaret Johnson

Creative Director

Daniel Righi
Kurt Mills


Oskar Bård

Director of Photography

Franz Lustig

Account Director

Callen Gustafson

Assistant Editor

Harrison Draper

Associate Director

Katie Hunstad
Mollie Raab

Business Affairs Manager

Yelena Kompaneyets

Head of Production

Miroslav Gál

Line Producer

Amanda Steigerwald


Samuel Nordemann

Senior Producer

Marina Rodrigues

Account Manager

Carmen Guan
Jordan Lofy

Analytics Strategis

Sarah Thomas

Analytics Strategist

Grace Goodby

Associate Brand Manager, Brand Activation

Molle Klein

Associate Director, Brand Activation

Ashley Delaney

Audio Engineer

Josh Brown

Brand Camp Strategic Development Manager

Ariel Berk

Brand Strategy Director

Gabriella Dishotsky

Chief Merchandising Officer

David Niggli

Color Grade

Ondrej Stibinger

Creative Director, Visual Merchandising

Dennison Lalla

Digital Technician

Josh Lewis

Director of Broadcast Production

Leila Gage

Director of Business Affairs

Judy Ybarra

Director of Film Content & Partnerships

Jp Patterson


Harlan Silverstein

Director/Director of Project Management

Zahir Merchant

Director/National Account Exec

Christopher Might

Event Photographer

Justin Keena

Executive Producer, Social & Experiential

Gemma Edward Aron

Food Stylist

Casey Dobbins

Food Stylist

Randy Mon

General Manager

Stephen Gaonach
Stephen Gaonach

Group Account Director

Becca Morris

Group Brand Strategy Director

Kelly Evans-Pfeifer

Group Communications Strategy Director

Dong Kim

Group Strategy Director of Analytics

Taylor Grant

Head of Brand Camp

Graham North

Managing Partner

Brian McPherson

Marketing Director

Rachel Drof

Partner, Head of Brand Strategy

Bonnie Wan

Partner, Head of Communication Strategy

Christine Chen

Photographer Assistant

Emilio Diaz

Prepress company

DMAX Imaging

President, Kids Snacks & Beverage

Adam Butler
Adam Butler

Print Producer

Noah Dasho

Production Designer

Pablo Poza

Production Designer, Food scale models

Kerry Coutu

Senior Analytics Strategist

Jack Sloman



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