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.
The First Meta Sneaker
Agency Berlin Cameron, A VMLY&R Company / New York + Newkino Studio + DiGennaro Communications / New York + Edelman / Washington DC
Category
Craft in Online / Mobile / Use of Technology
Annual ID
ADC101_INT042M
About the Work
Steph Curry ‘changed the game for good’ and we changed the ‘metaverse for good’ by launching the first cross platform metaverse wearable. It was designed & coded to be used across the worlds of SandBox, Decentraland, Gala Games and RKL, minted in 5 distinct rarities. With no media budget, we leveraged our partners using Discord & Twitter, driving 1.3B impressions. On drop day, over 25 million people visited our site & 4.5 million vied for the shoe, selling out in minutes. All proceeds went to UA’s charities, totaling $1M with secondary sales at $17M+.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Berlin Cameron, A VMLY&R Company / New York
PR / Marketing Agency
DiGennaro Communications / New York
Edelman / Washington DC
NASTY/CREATIVE / Brooklyn
Client / Brand
Under Armour
Production Company
Newkino Studio
Creative Director
Duc Nguyen
Executive Creative Director
Cinzia Crociani
Global Chief Creative Officer
Debbi Vandeven
Strategist
Paige Raiczyk
CCO & Founder
Ewen Cameron
Chief Creative Officer, North America
Jason Xenopoulos
Marketing Manager
Kaeyla Willis
Senior Account Director
Katie Burger
Senior Designer
Spencer Hawkins
Art Director / Composer / Sound Design
Julian Lamadrid
CEO & Co-Founder
Rula Al-Nasrawi
CGO & Co-Founder
Julia Joyce-Barry
Chief Experience Officer
Samuel Ko
CMO & Co-Founder
Pegah Yazd
Co-Founder
Jack Cameron
William Huang
Director FP&A - Global Product & Margins
Katie Fink
Founder
Noah Kim
General Counsel, Commercial & Chief Privacy Officer
Vicky Brown
General Manager
Ryan Drew
Group Account Director
Emily Bond
Head of Marketing, Curry Brand
Valerie Middleton
Payments & Technology
Luna Market Inc. / New York
President
Jennifer DaSilva
Senior Account Executive
Jenna Depasquale
Delani Marchigiani
Senior Director Global Sports Marketing
Kris Stone
Senior Director,Americas Marketing
Dimitrija Georgiev
Senior Merchant, Global Merchandising
Steve Segears
VMLY&R Network
VMLY&R
VP, Deputy General Counsel—Commercial
John McGrory
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