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.
Category
Craft in Video / Sound Design
Annual ID
ADC102_ADV085M
About the Work
Thirst is a short film about sexual equality that outsmarts social media censorship using sound metaphors that cannot be flagged or hidden by A.I. In our film, water represents female pleasure, and we use water sounds in a variety of ways to tell the story of a woman on a journey from denial to the full embrace of her sexual freedom. From a bathtub dripping, to a man gulping down a glass of water, to waves crashing in the ocean, sound brings us on her journey. Throughout the film, the sounds of her breathing increase, building to the crescendo, as she finally reaches climax.
We also re-created Nina Simone's iconic song "I wish I knew how it would feel to be free," based on sound patterns that mimic the cadence of the female orgasm, flowing through each stage until reaching climax. The song's lyrics spoke to women's craving and desire for sexual equality in the face of constant censorship and denial.
With the smart use of the sound metaphors to convey our message, the film hasn’t been blocked or flagged by A.I. to date and continues fighting against sexist censorship. We’re already seeing the positive momentum this impactful film has ignited. After releasing the film, Meta issued advertising policy changes to finally allow sexual health, wellness, and
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Klick Health / Toronto
Production Company
The Youth / Brazil
Music / Sound Production Company
Jamute / Brazil
Freelancer
Yuca
Chief Creative Officer
Rich Levy
Executive Creative Director
Bernardo Romero
Group Creative Director
Amy Fortunato
Andrea Bistany
Executive Creative Producer
Laura Denham
Music & Sound
James Pedrozo Pinto
Marcos Vaz
Supervising Creative Producer
Jen Martin
VP, Business Affairs - Creative Production
Tamika Knight
VP, Supervising Creative Producer
Jim Chestnutt
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