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 - Product Design


Agency Citizen Relations / Toronto

Client Elimin8Hate



Annual ID


About the Work

We set out to draw attention to a prevalent microaggression within the world’s most popular workplace word processor, where the programming recognizes many Asian names as it would a mistake – with a jarring red underline. While this might seem subtle, our research speaking to many Asian Canadians proved it minimizes their existence every time they use the software, and says to them something they hear too often: you don’t belong here. To highlight this issue, we used a little-known function of Microsoft Word: custom dictionaries. It’s a tool that allows anyone to create and add a list of terms that are outside of the programme’s native lexicon. Because they normalize non-standard terminology, custom dictionaries are widely used by the medical community, but no one has attempted to create one in the name of societal change – until now. ReclaimYourName.dic is the first custom dictionary of Asian names, consisting of 8,000+ unique identities, each sourced by manually parsing data from online name registries, national and regional census data, and Canadian cultural associations. At a time when Asianness was under attack (anti-Asian hate crimes rose 700% over the pandemic in Vancouver alone), all it took was a few clicks to make software more inclusive. We developed a campaign to create awareness around the plug-in, garnering over 90 million impressions from media around the world. It got the public to confront software bias, and drove thousands of users online to download. By pitching media and influencers to show their support for it (paired w/ donated paid media support), we were able to not just create awareness with Canadians, but get the attention of Microsoft itself, who reached out to discuss planning to add our plug-in to their default dictionary in their next global update - impacting billions of users in workplaces (both remote and in

2023 Awards

Total Points: 3

Merit Honor


PR / Marketing Agency

Citizen Relations / Toronto

Music / Sound Production Company

Boombox / Toronto

Art Director

Mike Lo Nam


Abeer Verma

Chief Creative Officer

Josh Budd

Creative Director

Abeer Verma
Mike Lo Nam


Andy Ferreira

Account Director

Kristen Schaffrath

Account Executive

Chantal Grainger
Katie Haller

Director / Photographer

Nick Wong

Director, Strategic Communications

Rebecca Myer

Managing Partner

Brooke Leland

Media Buying Assistant

Evann Kremer

Production Designer

Antony Micheal Melven

Sr. Account Director

Jonathan Kim

Sr. Account Executive

Christina Demare
Daniel Ma

SVP, Strategy

Lindsay Page

Vice President

Cher Lee

Web Developer

Oliver Morrissey

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