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.

2023 ADC Awards - Advertising

Naija Odyssey

Agency Translation + WhatsApp + LEDE + Partizan Entertainment

Client WhatsApp

Category

Branded Content / Entertainment - Online Video / Long Form

Annual ID

ADC102_ADV066M

About the Work

For people from multiple cultures, they often feel "stuck in the middle" and like they need to choose between their cultural identities.


WhatsApp, the connector for billions of diasporas worldwide, wanted to turn having to choose between cultures into a celebration of cross-cultural identity, and needed a hero to represent this global audience for the first time.


NBA superstar Giannis Antetokounmpo was not only a fervent user of WhatsApp when he first moved to the US, but he was also a man that stood between two cultures. Although he identifies as Greek and Nigerian the world chose his identity for him - nicknaming him “The Greek Freak."


So we wanted to give Giannis an opportunity to reclaim his cross-cultural identity and tell his story to the world.


First, came the +234 sweatshirt, where at the NBA All-Star Game Giannis celebrated his true Nigerian name and country code with a sweatshirt woven in his homeland. Then Giannis continued to share his story with the film Naija Odyssey. A Nigerian twist on the famous Greek journey. The short-film premiered at the Metrograph Theater in New York City before releasing worldwide on Amazon Prime Video - helping generate 8M+ views on YouTube, 82M+ social media impressions, 4.2 billion global media impressions, and $17M in earned media value generated.

Campaign

2023 Awards

Total Points: 3

Merit Honor

Credits

Agency

Translation

PR / Marketing Agency

Lede

Client / Brand

WhatsApp

Production Company

Partizan Entertainment

Copywriter

Soham Chatterjee

Chief Creative Officer

Jason Campbell

Chief Marketing Officer

Chaucer Barnes

Creative Director

Belén Márquez

Group Creative Director

Alex Little
Karsten Jurkschat

Account Executive

Katelyne Maroney

Account Supervisor

Anthony Williams II

Associate Producer

Victoria Pita-Romero

Business Affairs Manager

Nick Sempertegui
Paul Rodarte

Chief Executive Officer

Steve Stoute

Senior Account Director

Jared Leake

Senior Art Director

Jon Krippahne

Senior Copywriter

Patrick French

Strategy Director

Rex Nwerem

Visual Effects

Mathematic

Assistant Account Executive

Jonathan Castaneda

Associate General Counsel, Brands & Marketing Legal

Varty Hindoyan

Audio Mix

Heard City

Chief strategy Officer

Sandi Preston

Color

Company 3

Context Planner

Raven Heinz-Garcia

Creative Director, Design

Veit Moeller

Director of Business Affairs

Librado Sanchez

Director of Global Brand Strategy & Integrated Marketing

Vivian Odior

Director of Project Management

Matthew DeSimone

Editorial

Rock Paper Scissors

Global Head of Brand, Family of Apps

Esh Ponnadurai

Group Account Director

Celeste Toffanello

Group Strategy Director

Geoff McHenry

Head of Client Services

Susanna Swartley

Head of Community & Culture

Helen Lawrence

Head of Creative

Rodrigo Moran

Head Of Design

Jason Nuttall

Head of Engagement Planning

Joel Rodriguez

Head of Integrated Production

Alison Hill

Manager of Brand & Integrated Marketing

Ghada Soufan

Music & Sound Design, Original Score

Paulo Gallo

Music Licensing

Melissa MacMaster

Paralegal, Brands & Marketing Legal

Kendyll Flanagan

President

Ann Wool

Producer, Brand & Integrated Marketing

Vida Habibi

Product Designer:

John Dasta

Senior Context Planner

Alex Glaum

SENIOR PRODUCER

Ava Rant

Senior Project Management

Michael Gonzalez

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