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

Snack Cards

Agency Goodby Silverstein & Partners

Client Frito-Lay


Innovation / Direct

Annual ID


About the Work

Sports in the US are very ad focused: 30% of basketball, hockey, baseball and NFL telecasts are ads. But in soccer there’s only one ad break for commercials every 45 minutes. So how could we keep our snacks top of mind throughout the FIFA World Cup 2022™? We hijacked the tournament by transforming one of the most pivotal parts of the sport into a game for viewers. Introducing Snack Cards. Whenever a yellow card was pulled, people could win a free yellow bag of Lay’s.® And if the card was red, they could win a free red bag of Doritos.® A live website was activated as cards were pulled, and fans could claim their chips in real time, engaging with our brand during the whole tournament and using their mobile phones as natural second screens. Chips ran out within a few minutes after every card was pulled, and those who were too slow to win were redirected to the Frito-Lay® online e-commerce platform, where they could shop for more snacks, improving the brands’ sales. In the end the campaign managed to seamlessly integrate the distinctive colors of our two most popular snacks into the game in a way that felt fresh and surprising to US viewers. What’s more, the combination of real-life elements, the TV broadcast and the digital world reinvented the way they consumed the tournament. With 224 yellow and red cards, we generated new opportunities to engage with fans.

2023 Awards

Total Points: 3

Merit Honor



Goodby Silverstein & Partners

Production Company

The Mill / New York

Post Production Company

The Mill / Los Angeles

Chief Creative Officer

Margaret Johnson

Director of Photography

Mike Girandola


Ryan Burbank

Executive Producer

Moira Mahoney
Sara Ward

Account Director

McKenzie Badger

Agency Producer

Jackie Kelly

Business Affairs Manager

Howie Mapson

Content Producer

Cameron Sczempka

Design Director

Tana Cieciora

Director of Marketing

James Wade

Account Manager

Daney Ramirez

Assistant Account Manager

Caleb Mahlungulu

Color Assist

Baptiste Carara
Erwin Pasia

Color Producer

Jackson Winkler


Frederick Agyemang
Logan Higlen

Communication Strategy Director

Jacob Sperla

Director of Business Affairs

Judy Ybarra

Director of production

Jim Haight

Group Account Director

Chris Nilsen

Live Action Content Coordinator

Montana Drummond

Marketing director

Leticia Barabba

Partner, Head of Brand Strategy

Bonnie Wan

Partner, Head of Communication Strategy

Christine Chen

Shoot Supervisor

Kieran Hanrahan

Sr. Marketing Manager

Naeem Hassen

SVP of Marketing

Tina Mahal

VFX supervisor

Chris Bedrosian

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