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.
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Category
Social Media / Snapchat
Annual ID
ADC101_INT048M
About the Work
Do you have a shorter attention span than a goldfish? Find out with the Goldfish Focus Faceoff Lens. It’s the first-ever Snapchat AR Lens to track blinking, tapping, turning and eye-movement. Players have to concentrate for more than 9 seconds on the new Flavour Blasted Kravin’ Ketchup Goldfish. Why 9 seconds? That’s the attention span of a real goldfish. How does your concentration stack up?
Our primary objective was to build a connection between our target audience, teenagers aged 13-17, and Goldfish’s newest flavour. The performance of the Focus Faceoff lens exceeded all expectations with over 3 million impressions and an average playtime of 22.3 seconds, more than double the Snapchat average. Turns out, teens really do have a better attention span than a goldfish.
2022 Awards
Total Points: 3
Merit Honor
Credits
Agency
Zulu Alpha Kilo / Toronto
Client
Mariah Weir
Paloma Bentes
Client / Brand
Campbell's Canada / Toronto
Production Company
zulubot / Toronto
Art Director
Michael Romaniuk
Joel Gerrity
Writer
Marco Buchar
Chief Creative Officer
Zak Mroueh
Creative Director
Jacob Gawrysiak
Executive Creative Director
Brian Murray
Executive Producer
Tom Evans
Group Creative Director
Gerald Kugler
Strategist
Shaunagh Farrelly
Interactive Developer
Gillian Black
Account Team
Alyssa Guttman
Director of Interactive Production
Ece Inan
Lead Interactive Artist
Andrew Martin
Strategy Team
Sean Bell
Shaunagh Farrelly
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