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.
Category
Integrated / Traditional
Annual ID
ADC101_ADV107M
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
Credits
Agency
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
Elevel
Post Production Company
Arcade Editorial
Art Director
Ryan Harper
Copywriter
Stephen Pacheco
Chief Creative Officer
Margaret Johnson
Creative Director
Daniel Righi
Kurt Mills
Director
Oskar Bård
Director of Photography
Franz Lustig
Editor
Laura Sanford
Sean LaGrange
Executive Producer
Crissy DeSimone
Phie Hansen
Tess Kenner
Photographer
Quinn Gravier
Stephanie Gonot
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
Retoucher
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
Director/CEO
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
VFX
Upp
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