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
Wildcard / Series
Annual ID
ADC101_ILT088M
About the Work
Due to the pandemic, consumers were unable to dine in restaurants or connect with the people around them. TUMS wanted to help people find joy in reconnecting with food and each other.
Through TUMS Autoburn: America’s Spiciest Road Trip, we spiced things up after a remarkably bland year and set out after some hot goals including: drive awareness through earned media coverage with a benchmark of 230 million impressions and increase engagement and impressions across social channels by 100%.
We tapped spicy food connoisseur and host of Hot Ones, Sean Evans, to serve as our spokesperson and to kick off the Autoburn Sweepstakes. Seven family-owned restaurants were selected to be a part of our road trip. Each restaurant featured different cultures, showed commitment to helping their community, and needed financial relief after a strenuous year.
Award-winning Spanish artist, graphic designer, and typographer Alex Trouchut created an in-feed Instagram map highlighting every stop along with seven spicy illustrations, and we released each new illustration ahead of each stop to excite our food-loving fans. These illustrations ran as paid and organic social, in PR kits, and at all live events, inspiring even more people to take their food adventures to the next level.
TUMS organic metrics across Facebook, Twitter, and Instagram amounted to 55.9k impressions and 1.5k engagements. Instagram garnered the highest organic engagement across platforms with +1k engagements on TUMS-owned channels across the campaign.
8,500+ consumers engaged in the sweepstakes. 100+ winners were selected during the promotion period to receive Autoburn Road Trip Kits, and a grand prize winner received an all-expenses paid trip to NYC to enjoy a meal with Sean Evans. The campaign generated over 830 million earned media impressions across print, digital, broadcast, and social media, including coverage in target outlets such as People Magazine and Z100.
Through TUMS Autoburn: America’s Spiciest Road Trip, we spiced things up after a remarkably bland year and set out after some hot goals including: drive awareness through earned media coverage with a benchmark of 230 million impressions and increase engagement and impressions across social channels by 100%.
We tapped spicy food connoisseur and host of Hot Ones, Sean Evans, to serve as our spokesperson and to kick off the Autoburn Sweepstakes. Seven family-owned restaurants were selected to be a part of our road trip. Each restaurant featured different cultures, showed commitment to helping their community, and needed financial relief after a strenuous year.
Award-winning Spanish artist, graphic designer, and typographer Alex Trouchut created an in-feed Instagram map highlighting every stop along with seven spicy illustrations, and we released each new illustration ahead of each stop to excite our food-loving fans. These illustrations ran as paid and organic social, in PR kits, and at all live events, inspiring even more people to take their food adventures to the next level.
TUMS organic metrics across Facebook, Twitter, and Instagram amounted to 55.9k impressions and 1.5k engagements. Instagram garnered the highest organic engagement across platforms with +1k engagements on TUMS-owned channels across the campaign.
8,500+ consumers engaged in the sweepstakes. 100+ winners were selected during the promotion period to receive Autoburn Road Trip Kits, and a grand prize winner received an all-expenses paid trip to NYC to enjoy a meal with Sean Evans. The campaign generated over 830 million earned media impressions across print, digital, broadcast, and social media, including coverage in target outlets such as People Magazine and Z100.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
360i / New York
PR / Marketing Agency
Coyne PR
Client / Brand
Tums
Production Company
CaST/Pub Production
Media Distribution Company
pGSK
Creative Director
Eric Dennis
Ilana Wolstein
Executive Creative Director
Michael Schachtner
Illustrator
Alex Trochut
Account Supervisor
Sara Maccaferri
Associate Creative Director
Jessica Decter
Rebekah Johnson
Brand Manager
Jackie Gardyasz
Senior Art Director
Jose Contreras Rodriguez
Senior Copywriter
Samantha Geloso
Account Intern
Alexandra Harris
Associate Brand Manager
Marina Bartzokis
Associate Digital Content Manager
Michelle Bermudez
Brand Director
Amy Sharon
Chief Strategy Officer
Raig Adolfo
Design Manager
Christian Williamson
Digital Content Manager
John Gottstein
Director Social Marketing & Strategy
Tony Wood
Director, Project Management
Andra Gould
Group Account Director
Amy Jo Preisler
Group Strategy Director
Grant Flannery
Sean Evans Representation
Creative License
Senior Project Manager
Carolyn Fine
Senior Social Strategist
Corinne Figliuzzi
Social Marketing Manager
Lindsay Moran
Strategist, Integrated Strategy
Michael LaVallee
SVP Business Leadership
Abi Evans
US Chief Creative Officer
Menno Kluin
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