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

The Hofmeister Kink

Agency Performance Art / Toronto

Client BMW North America


Integrated / Digital

Annual ID


About the Work

A WINDOW INTO BMW BRAND LOVE The rear window of a BMW contains an underleveraged design gesture that indicates (rear-wheel-drive) performance and forward momentum. If we could activate that design idea for modern audiences, we could build brand equity, stimulate joyful engagement among owners, and have the world look again at BMW with fresh eyes – reappraisal. THE HOFMEISTER KINK A driver utility and data visualization for BMW owners and fans that reveals one of the brand’s hidden-in-plain-sight assets – the rear-window Hofmeister Kink – is literally built into the roads we drive. INTEGRATED MEDIA PLAN AT A GLANCE • Website experience at • +2.5 million individualized emails • Paid social media across Meta platforms • 90-second launch film on BMW USA’s YouTube DIGITAL EXPERIENCE, REAL-WORLD BEHAVIOR The Hofmeister Kink platform helps BMW drivers and enthusiasts see the entire US road network in a new, branded light, and then drive it in a way that connects with BMW's high-performance ethos – vehicles known for their dynamic and visceral cornering abilities. DIRECT TARGETING & ACTIVATION While the general population may discover organically or through paid media, a BMW owner’s first experience of the site is much more individualized, enabled by data in BMW’s owner ID records. From there, we created an automated CRM stream that matched and deployed against each owner with the relevant creative assets from the site. THE MEDIUM IS THE (EMAIL) MESSAGE Of the trillions of emails sent by brands each year, far too few make a meaningful impact on their recipient. At the heart of the Hofmeister Kink platform is a powerful, innovative, effective and highly creative email activation. Here +2.5 million emails offer much more than a thin slice of a bigger creative idea. They activate it, each one making our idea individually relevant and real for BMW owners.

2023 Awards

Total Points: 3

Merit Honor



Performance Art / Toronto

Client / Brand

BMW North America / Woodcliff Lake NJ

Music / Sound Production Company

Grayson Music Group / Toronto

Art Director

Tomas Soares

Chief Creative Officer

Ian Mackenzie

Creative Director

Andrew Bernardi
Benson Ngo


Emily Plewes


John Boright

Account Director

Brian Bentley-Falcke

Associate Creative Director

Jordan Gabriel

Chief Executive Officer

Andrea Cook

SVP Group Account Director

Jan Lemke

Business Analyst

Dean Bentley-Falcke

Chief strategy Officer

Jory Edmunds

Experience Delivery Lead

Nzegwhua Anderson

Group Director, Product Development

Arnaud Icard

Interface Developer

Jérémie Boulay

Media agency

UM / New York

Production director

Gary Gimelfarb

Project director

Amanda Horsford

Senior Application Developer

Anthony Pilger

Senior Program Manager

Gaetano Carpino


Thiago Santarem

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