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
Promotional Materials / Point of Purchase Display
Annual ID
ADC101_ADV117M
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 designed a range of edible builds and repositioned Lunchables as “The Toy You Can Eat.”
Then we partnered with New York City’s famous toy store, FAO Schwarz, to bring our builds into the toy aisle. We filled its legendary Fifth Avenue windows with larger-than-life pizza UFOs, cracker rockets and pretzel horses, using a mix of 3D constructions and printed backdrops.
We worked with FAO’s in-house creative director and a fabricating company to create massive crackers, cheese and ham pieces that kids could walk around and get their picture with. And inside the store, our giant Lunchables train became the centerpiece.
Also inside, we put our actual food builds on display, just like real toys. Kids could see them up close, take home blueprints or scan the QR code on the box to pull up instructions for each build (color-coded for each product line).
It was FAO’s biggest partnership ever, earning coverage from TODAY, DesignTAXI, Fox News and other media outlets. We handed out 2,500 sets of blueprints and launched premium Lunchabuilds kits on FAO’s site (which sold out in two minutes).
And Lunchables experienced an unprecedented double-digit sales increase for the first time in five years.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Goodby Silverstein & Partners / San Francisco
Production Company
Crawford & Company
FAO Schwarz
Visual Citi
VGS Studio
Prop & Spoon
GS&P Films
Keena + Stebs
Food Scale Builds
Art Director
Ryan Harper
Copywriter
Stephen Pacheco
Chief Creative Officer
Margaret Johnson
Creative Director
Daniel Righi
Kurt Mills
Designer
Tiffany Zaporteza
Photographer
Quinn Gravier
Stephanie Gonot
Producer
Zach Crawford
Account Director
Callen Gustafson
Associate Director
Katie Hunstad
Mollie Raab
Business Affairs Manager
Yelena Kompaneyets
Line Producer
Amanda Steigerwald
Retoucher
Samuel Nordemann
Senior Producer
Marina Rodrigues
Account Manager
Carmen Guan
Analytics Strategist
Grace Goodby
Associate Brand Manager, Brand Activation
Molle Klein
Associate Director, Brand Activation
Ashley Delaney
Brand Camp Strategic Development Manager
Ariel Berk
Brand Strategy Director
Gabriella Dishotsky
Chief Merchandising Officer
David Niggli
Communication Strategy Director
Dong Kim
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
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, Food scale models
Kerry Coutu
Senior Analytics Strategist
Jack Sloman
Senior Communications Strategist
Jacob Sperla
Set Designer
Liza Nelson
SR Associate Brand Manager
Ann Symonanis
SR Marketing Analyst
Peter Hook
Sr. Associate
Diana DeLeon-Hunter
Supervisor
Jennie Hubbard
VP Media Director
Aileen Gattuso
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