A total of 28 golden, 103, silver and 173 bronze nails and 227 awards were presented at this year’s ADC competition in Hamburg last Friday. The best entries were honoured in Kampnagel during a show moderated by Jörg Thadeusz, TV presenter, and Britta Poetzsch, a member of ADC’s presidency. Last year, judges presented 37 golden awards. The president of ADC, Dr. Stephan Vogel, said: “We were stricter this year. Our nails will remain a hard currency.” Over 7,000 entries had been submitted and the awards went to “those that excite, touch or move us or simply do something to us”, he added.
smart 453 fortwo campaign wins most nails
The “smart 453 fortwo smart car parks” by the Berlin-based BBDO agency won the most awards – two gold, two silver and two bronze nails. Second place went to “Mercedes Live!”, Daimler AG’s presentation at the International Automobile Fair (IAA) in 2015, designed by the Atelier Markgraph and the jangled nerves architect’s office. This entry won three gold and silver nails while the intermedial, cross marketing campaign, “The Les Paul Skill Check”, by the Serviceplan agency for Gibson Guitar won four silver and four bronze nails.
Others in the Top 10
Others in the Top 10 included “Is mir egal” (I don’t care) video clip for Berlin’s BVG by the Jung von Matt/Elbe agency, the “Hornbach Spring Campaign” by Berlin’s HEIMAT agency, the EDEKA “Homecoming” ad by Jung von Matt, Robin Wood’s “Disappearing Animals” campaign and the “Hamburg Illustration” by Hamburger Abendblatt. The newspaper won the award for clear branding and the deft interplay of text and illustration.
ZEITmagazin’s “Refugee” issue wins Grand Prix
ZEITmagazin’s German-Arabic “Refugee Issue” won this year’s overall Grand Prix award. Michael Conrad, chairman of the jury, said: “The issue was a unique welcome speech with Merkel’s ‘We can do that’ remark.” That shows that the communication sector is conscious of social issues and treats them creatively before they reach us in full force.”
Young talents seeking truthfulness
A term paper entitled “Dear Brother” by Dorian Lebherz, Madlen Folk, Daniel Titz and Joe Valentinitsch won the Junior ADC nail for the very subtle and moving treatment of death. Leonard Rokitat won the ADC Talent of the Year for his entry entitled “Between Design and Protest” while Victor Szukitsch won the Junior of the Year award with his work called “News” by the Scholz & Friends agency.
Heinrich Paravicini, Head of the Trainee Talent competition, was impressed by this year’s entries: “Young talents are looking for truthfulness. In an era of digital overstimulation, there is a longing for a break from the digital humdrum. And it’s impressive to see how creatively and novel they deal with this pause.”
Hamburg to host ADC Festival 2017
After such an exciting competition with many awards remaining with winners in the city, Hamburg will again host the ADC Festival in 2017.
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