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

Lunchabuilds

Agency Goodby Silverstein & Partners / San Francisco

Client Lunchables

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

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 Associate

Diana DeLeon-Hunter

Senior Associate Brand Manager

Ann Symonanis

Senior Communications Strategist

Jacob Sperla

Senior Marketing Analyst

Peter Hook

Set Designer

Liza Nelson

Supervisor

Jennie Hubbard

VP Media Director

Aileen Gattuso

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