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

Fight sexism with sexism.

Agency thjnk AG / Hamburg + thjnk München GmbH

Client Ursula Karven/ Frauen100/ hell & karrer communications GmbH


Out of Home / Print / Electronic Billboard - Series

Annual ID


About the Work

Petition C190, initiated by German actress and activist Ursula Karven, aims to enforce a law to protect against sexism in the workplace. Because unfortunately even in 2022 sexist comments and harassment are still frequent in Germany. So, every signature of the Petition C190 brings the country closer to the goal of eliminating its serious problem of sexism. Fighting sexism with sexism, this awareness campaign inspired people to sign the Petition C190: Digital billboards confronted Germany with typical, sexist statements. These phrases were covered bit by bit with digital signatures until they were no longer visible. Because every single signature counts, every person is a relevant member of the target group. That is why public spaces were chosen to place the billboards in order to be easily accessible for everyone to sign. Via QR code, people could instantly sign the petition and join the movement. The campaign gained a total of 91.6 million media impressions, over 100,000 signatures have already been collected and amazingly the new government has even included the issue in its coalition agreement!

2023 Awards

Total Points: 3

Merit Honor



thjnk ag / Hamburg
thjnk München GmbH

Production Company

Stereo Films


Ivo Silveira

Chief Creative Officer

Armin Jochum

Executive Creative Director

Florian Weber
Hans-Peter Sporer

Account Director

Ricarda Hoffmann

Account Manager

Nina Rogge

Creative Management

Sophie Körber

Creative Producer

Hendrik Raufmann

Digital Supervisor

Tim Jessulat

Managing Director Account

Thomas Canzar

Project Coordinator

Rüdiger Humml

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