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 - Publication Design

The Unburnable Book

Agency Rethink + Penguin Random House

Client Penguin Random House


Design for Good / Publication Design

Annual ID


About the Work

Across the United States, books are being banned and burned at an alarming rate. In response to this wave of censorship, we worked with Penguin Random House to create an unburnable edition of The Handmaid’s Tale made entirely from fireproof materials. Then, we got Margaret Atwood to test it with a flamethrower. The Unburnable Book launched at the 2022 PEN America Literary Gala and the one-of-a-kind copy was auctioned off at Sotheby’s New York for $130,000 with all proceeds going to support PEN America. The campaign ignited a global conversation about censorship and was covered by major news outlets around the world – garnering more than 3.5 billion impressions and over $33 million in earned media.

2023 Awards

Total Points: 21





Jared Bland

Client / Brand

Penguin Random House

Production Company

Asymetric / Toronto

Music / Sound Production Company

Oso Audio / Toronto

Post Production Company

Darling VFX / Toronto
Saints Editorial / Toronto

Art Director

Caroline Friesen


Robbie Percy

Chief Creative Officer

Aaron Starkman

Creative Director

Caroline Friesen
Robbie Percy


Brooks Reynolds

Director of Photography

Kiel Milligan

Executive Creative Director

Mike Dubrick


Sean McDonald


Steve Lam


Daenen Bramberger
Harry Knazan


Club Ink / Toronto

Broadcast Producer

Alex Butt

Digital Designer

Dustin Gamble

Digital Producer

Kyle Hicks

Director of Broadcast Production

Steph Walker-Wells

Director of Client Services

Marie Lunny

Director of Digital Content

Todd Harrison

Director of Print Production

Aj Merrick

Editorial Lead

Lianne George


Kassi Bellamy

Graphic Design

The Gas Company Inc. / Toronto


Iseault McNamara


Alexa Salsberg

On-Line Assistant

Russell Hanson

Print producer

Agnes Gilchrist

Printing & Fabrication

Doug Laxdal
Jeremy Martin

Printing & Props

Joe Scout

Pyrotechnics & VFX

Gustavo Franco

Studio Artist

Todd Bennett

Studio Director

Brad Kumar

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