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 - Fusion Cube

Proudly Unstoppable

Agency The Martin Agency / Richmond + UPS

Client UPS

Category

Fusion Cube

Annual ID

ADC101_FUS001F

About the Work

Pre-pandemic, Latinx-owned small businesses grew faster than all other ethnic groups in business. The NY Federal Reserve Bank, however, reports that 32% of these businesses closed during the first month of the pandemic. So UPS partnered with Colombian reggaeton star J Balvin to create the original song “Juntos Imparables” (“Unstoppable Together”), which uplifts and celebrates Latinx small business owners. A music video featuring J Balvin was recorded, too, and he dropped a series of teasers about the song on his TikTok and Instagram. A subsequent TikTok challenge had users share their favorite Latinx-owned SMBs. A month after the challenge went live, J Balvin surprised two of the Latinx-owned SMBs featured by creating a TikTok duet using their videos. We also partnered with J Balvin to send four Latinx SMBs a “J Balvin Approved” plaque. Each business proudly hung the plaque in its store and posted about it on its social channels. Not only did this campaign help Latinx small-business entrepreneurs (who were disproportionately affected by Covid), it also helped UPS build relevance with younger and more diverse small-business owners — a move imperative to its growth. The campaign landed in Latinx-owned bodegas and the pages of Rolling Stone. It also: - Received 9B+ TikTok views (4x the benchmark) and upped UPS’s TikTok engagement 38%. - Generated 93M impressions from mentions. - Landed 171 unique placements in publications like Billboard and People en Español — totaling 1.5B+ earned impressions. - Saw more than 1,500 creators use the song in their own content. - Boosted visibility for over 600 Latinx-owned small businesses. Most importantly, Latinx consumers and small-biz owners felt the love: - “Finally, a hashtag made for us.” - “Love this! Thanks for supporting small businesses! Especialmente latin@s owned.” - “Thank you @ups and @jbalvin for helping us spread the word about our business, forever grateful.”

2022 Awards

Total Points: 90

Fusion Cube

Credits

Agency

The Martin Agency / Richmond

Client / Brand

UPS

Production Company

LOBO / New York
Six Point Pictures

Post Production Company

LOBO / New York

Editorial Company

Exile Edit

Art Director

Sara Goforth

Chief Creative Officer

Danny Robinson

Creative Director

Jeanette Tyson
Kevin Ragland

Executive Producer

Sofia Dunin
Pamela Mahan

Account Director

Aspen Blum

Account Supervisor

Cali Feitelson

Animation

Super Joy
SuperJoy

Associate Producer

Dina Alemu

Colorist

Luke Morrison

Design Director

Henrique Santiago

Line Producer

LaTonya Joyce

Senior Copywriter

Emma Richards

Account Executive / Project Manager

Daniel Gonzalez

Apparel Photography

Ethan Hickerson

Associate Design Director

Judd Burnette (for power words)

Associate Director Financial Affairs

Kelly Clow

Audio

Mike Kelly

Business Affairs Supervisor

Sam Katz

Color

Electric Theater Collective / London

DP

Sheldon Chau
Tyler Maxwell

Executive Producer, Partner

Luis Ribeiro

Music

Overcoast
Original Tracks by Animal Music
Slang Music Group

Music House

Universal Music and Sony Music

On-Camera Talent

Sophia Yeshi

Partner / EP

Sarah Donnenberg

Partner / HOP

Kirstin VanSkiver

Post / Animation / Edit

SuperJoy

Production

SLMBRPRTY

Production Designer

Yu-Hsuan Chen

Production Supervisor

JaMar Jones

Rainmaker

Mike O’Connor

Shoot / Production Co

TRVE Creative

SVP, Global Account Director

Britta Dougherty

SVP, Head of Integrated Production

Tasha Dean

VO Talent

Sophia Yeshi

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