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

Girls Define Girl

Agency MullenLowe SSP3 / Bogota + AB InBev / Bogotá + Dattis / Bogota + Austria Films Colombia / Bogota

Client AB InBev / Pony Malta


Design for Good / Publication Design

Annual ID


About the Work

The Royal Academy of the Spanish Language (RAE), the official body in charge of defining the more than 70,000 words in Spanish, does not have a definition for the word girl, but it is tied to the masculine gender. Boy (noun) 1.[countable] A child 2.[countable]A person in his childhood 3.[countable] A young human who is not yet an adult 4.[countable] Someone with little experience 5.[countable] Someone with a few years old. 6.[countable] A person with little experience. Girl (noun) 1. (noun) Child. On 2021's International Day of the Girl Child, Pony Malta, the brand that empowers girls, created a movement that invited them to define themselves on their favorite social networks, and then put these definitions together in an illustrated dictionary, creating with the data of thousands of user-generated answers a single definition, that was endorsed by a professional of the Spanish language.

2023 Awards

Total Points: 3

Merit Honor



MullenLowe SSP3 / Bogotá

PR / Marketing Agency

Dattis / Bogota

Client / Brand

AB inBev / Bogotá

Production Company

Austria Films Colombia / Bogota

Executive Creative Director

Diego Muñoz
Juan David Pardo


Francisco Giraldo

Account Director

Daniel Salazar

Account Executive

Mariajosé Bedoya

Chief Executive Officer

Francisco Samper

Music Producer

Camilo Andrés Medina

Brand manager

Alejandro Lotta

Chief Business Officer

Jose Hoyos

Chief strategy Officer

Carolina Mejía

Digital Director

Jennifer Boshell

Group business Director

Fabiana Manzi

Head Of Production

José Vicente Altamar

NABs Brand & Innovations Lead

Lina Gonzalez

NABs Marketing Director

Juan Alonso Torres

PR Marketing Analyst

Juliana Avellaneda

Public Relations Director

Dallán Arévalo

Strategic planner

Juan Camilo Romero

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