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
Gaming / Design for Good
Annual ID
ADC102_GAM003G
About the Work
E-waste is one of the world’s most challenging environmental problems. And gamers are one of e-waste’s largest contributors, as they don’t see the value in recycling their old tech. Intel, a leader in gaming tech, wanted to show gamers their old tech still has value - so we went to one of the most popular games in existence. Animal Crossing. A utopic, zen paradise with a dirty secret. The rusted part – a useless piece of in-game e-waste that players consider trash. To show players this e-waste can be e-cycled into something of value, we created eCycleLand, the Animal Crossing’s first in-game, e-waste, e-cycling center. Here we turned what was once trash… into treasure. Which made eCycleLand such a hit, gamers waited 22 minutes, just to get in. Once there, they spent an average of 14 minutes exploring and learning about e-cycling. Other gamers also learned about ecycling by watching some of the top twitch streamers engage on our island. The rusted part became so valuable, people started stealing them from eCycleLand. Some game developers even made e-cycling rusted parts a permanent part of the game. Ultimately e-cycleland showed gamers the value e-waste can have in our games, and our world.
2023 Awards
Total Points: 45
Gold Cube
Credits
Agency
VMLY&R / Kansas City
Client / Brand
Intel / Santa Clara
Art Director
Jess Rasiel
Grace Reinhold
Copywriter
Alicia Kennedy
Cheridan Arthur
Chief Creative Officer
John Godsey
Debbi Vandeven
Creative Director
David Santiago
Editor
Kyle Grandmaison
Executive Creative Director
Derek Clark
Santiago Cuesta
Group Creative Director
Brandan Jenkins
Esteban Izquierdo
Associate Creative Director
Daniel Miller
Design Director
Dave Swearingen
Senior Art Director
Tabatha Biggerstaff
Senior Designer
Sabrina Tinsley
Account Manager
Camille Lavoie
Asset Specialist
Alex Bruns
Associate Director Strategy & Insights
Alex Blitstein
Associate Director, Client Engagement
Maria Mejia
Brand manager
Paige Kane
Brand Partnership Strategist
Brett Lyons
Chief strategy Officer
Howard Laubscher
Connections Director
Nolan Greiter
Digital strategist
Jake Braught
Director Marketing Strategy, Brand Storytelling & Partnerships
Kari LeMiere-Mullan
Director, Client Engagement
Marissa Schultz
Director, Corporate & Product Brand Identity
Matt Huntington
ESG & Corporate Sustainability Communications
Jill Hair
Executive Director, Client Engagement
Kryslyn Burks
Executive Music Producer
Theresa Notartomaso
Global Chief Creative Officer, Intel
Allison Pierce
Global Client Lead, Intel
Amy Winger
Global Digital Marketing Experience Manager
Julie Van Antwerpen
Global Marketing Manager
Abby Swerin
Group Executive Producer
Mathieu Shrontz
Group Strategy Director
Amrita Bhatia
Manager Brand Community
Kylee Holden
Managing Director Connections, PR
Adam Woullard
Managing Director, Global Communications
Jinie Kwak
Partner Company
Dell Technologies / Round Rock
PR & Influencer Relations
Patti Kelly
Product Marketing Manager
Kim Mallinger
Recycling & Sustainability Services Marketing Consultant
Sarah Gilliam
Senior Brand Manager
Chris Kusber
Senior Director of Brand Strategy
George Olexa
Senior Event Planner
Elizabeth Hawes
Senior Motion Designer
Cody Beltram
SENIOR PRODUCER
Kate Zadoo
Senior Program Manager
Camille Lewis
Social Media Strategist
Christa Nutor
Sr. Vice President, Global Brand & Creative
Liz Matthews
Strategic Alliances Integration Leader
Daniel Kessler
Sustainability & Supply Chain Communications
Sonja Tuitele
Sustainability Initiative Lead - Cross-Intel Initiative Marketing
Caryn Herder
VP, General Manager, Brand, Creative & Media
John Coyne
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