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
Video / Interactive Video
Annual ID
ADC102_INT038M
About the Work
Background:
Unlike other major film festivals, the Brooklyn Film Festival prides itself on never censoring filmmakers, allowing them to express themselves in any way they see fit. Every year they strive to showcase a diverse range of narratives, sensibilities, and arguments that explore every aspect of human reality from different points of view.
Insight:
The fear of offending someone in today’s politically correct climate can lead to self-censorship, making it impossible to have open and honest conversations. If we’re not open to listening to and understanding what other people have to say, we’ll never be able to learn from each other and grow as individuals.
Idea:
We created a campaign that found a fun and ironic way to invite people to keep an open mind and consider thoughts, ideas, and nuances that don’t align with their own by making fun of the very people who never do.
Our out-of-home campaign portrayed a series of annoyed characters expressing their anger at being offended in unexpected ways, and a :30 promo led people to HowToTalkAboutBFF.com, an interactive training course inspired by the stereotypical human resources videos we’re all required to watch every year. Our course aimed to teach prospective festival audience members how to share what they were about to see with the rest of the world without offending anyone.
Unfortunately, as in real life, every scenario led to someone being offended, no matter which answer was chosen.
Results:
The campaign increased online search for the Brooklyn Film Festival by 32%, which led to an unprecedented lift in attendance.
Ticket sales grew by 26% compared with 2021, its most attended year.
Most importantly, film submissions for the 2023 festival have seen a new high; in just three months, submissions for the 2023 BFF increased by more than 40%.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
MullenLowe U.S.
MullenLowe NY
Client / Brand
Brooklyn Film Festival
Production Company
Smuggler / New York
Music / Sound Production Company
Yessian / New York
Post Production Company
The Mill / New York
Editing Company
Friendshop / New York
Media Distribution Company
MediaHub / New York
Director
Randy Krallman
Editor
Ben Suenaga
Executive Creative Director
Ricard Valero
Group Creative Director
Rich Singer
Zack Menna
Associate Creative Director
Alice Burton
Design Director
Marcio Doti
Project Manager
Olivia Scala
BFF Director of Development
Susan Mackell
BFF Executive Director
Marco Ursino
BFF Production Manager
Alessandra Cronin
Brand Strategist
Hunter Kelly
CEO
Lee Newman
Color
Company3
Group Account DIrector
Greg Masiakos
Head of Brand and Communications
Lu Borges
Head Of Design
Joao Paz
Head of strategy
Jonny Gadd
Illustration Company
FOREAL / Trier
Junior Art Director
Ayanna Wallace
Junior Copywriter
Christinna Oree
Managing director
Rebekah Pagis
Music Supervision
Promo
SENIOR PRODUCER
Jacob Vogt
SVP, Executive Director of Integrated Production
Lisa Setten
VP Associate Director, Business Affairs
Maria Rougvie
Vanessa Fazio
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