Nike challenged us to launch “the most futuristic shoe in the most futuristic way, ever” so that basketball fans could have a chance to get a pair before everyone else.

The first-ever voice-activated shoe drop — a live broadcast turn e-commerce experience that prompted the Adapt BBs to sell out in 6 minutes.

To give fans early access to the power-lacing Adapt BB, Nike teamed up with Google to create a live, in-game shopping experience where fans could get what their favourite athletes were wearing during the game by merely asking Google Assistant.

Nike hyped the voice-powered shoe release through social and digital out-of-home takeovers — priming fans to interact with Google Assistant. We shot NBA stars Jayson Tatum and Kyle Kuzma who answered fan questions in custom videos on Google Assistant, then debuted the shoes during the game on TNT. The shoes received prominent coverage — including a courtside segment, on-screen messages to get people talking with Google Assistant, and a halftime show takeover where commentator Ernie Johnson announced to fans could buy the shoes if they asked Google Assistant how to get a pair.

The shoe sold out in six minutes, lighting up a new way for fans to shop what their favourite athletes are wearing — all they have to do is ask.

Credits:
Campaign: Hey Google Ask Nike
Advertising agency: R/GA Portland
Client: Nike
Country: United States

This campaign is about:
ADC Annual Awards, Mobile Websites, E-Commerce Site, Hey Google Ask Nike, Footwear, Latest Technology updates, Most Innovative products

Under the “Once in a Century” theme, this season’s program is promoted by a rare look at a series of ADC Annual Awards call for entry posters from throughout the past century, created by some of the world’s most legendary designers and creative agencies.

The ADC Annual Awards is the world’s longest continuously running awards program recognizing global excellence in craft and innovation in all forms of advertising and design. This year presents creatives from around the world with the once-a-century opportunity to be part of history by winning a coveted ADC Cube in the prestigious show’s 100th awards season.

“Over the past 100 years, ADC and the global creative community have continually adapted and persevered through the hardest times, including the Great Depression and World War II,” said Kevin Swanepoel, CEO, The One Club. “Despite periods of tremendous global hardship, great creative work in advertising and design continued, and ADC was always there to recognize and celebrate that work.

“In light of today’s social and economic challenges brought on by the global pandemic, it’s both fitting and important that we maintain that commitment to support the creative community and celebrate the best work from around the world in the ADC 100th Annual Awards,” he added.

Entries can be submitted now and will be accepted later this season, with fees increasing after each deadline period. Regular deadline is March 12, 2021, with an extended deadline is March 19, 2021, and final deadline March 26, 2021. No physical entries will be accepted this year; all entry media must be uploaded into the online entry system.

A special tiered pricing structure makes it easier for smaller agencies, studios and freelancers to participate in the ADC 100th Annual Awards. Larger agencies and brands pay the standard entry fee; smaller shops get a discount on entries (amount varies by discipline), and freelance creatives and one-person shops are eligible for an even greater reduction in their entry fee.

The One Club will for the second year partner with creative community Working Not Working on event and content collaborations, as well as special awards including the Freelancer of the Year, which was won in 2020 by artist Kadir Nelson. All ADC 100th Annual Awards Gold Cube-winning entries submitted through the freelance level of the show’s tiered-pricing structure will be judged again by a separate jury that includes the Working Not Working community.

New for this year are the ADC In-House Design discipline and reduced pricing for personal/unpublished work.in photography, illustration and typography.

ADC100 Centennial celebration

Originally known as the Art Directors Club, ADC was the first global organization to celebrate and award leaders in creative communications. Founded in New York by Louis Pedlar on August 13, 1920, the club was established to ensure advertising and commercial design was judged by the same stringent standards as fine art.

In 2016, ADC and The One Club for Art & Copy merged to form The One Club for Creativity, the world’s foremost non-profit organization whose mission is to support and celebrate the global creative community.

On August 13, 2020, the 100th anniversary date of ADC’s incorporation, The One Club launched a year-long ADC100 centennial celebration. The program kicked off with a special identity and online historical timeline, both developed by multi-speciality creative studio C&G Partners, New York.

The ADC100 Centennial celebration provides rare insights into the observations and human exchanges of the creative community throughout the past century. Serialized content — highlighting a decade of winning work, president’s letters, annuals and other artifacts each month — traces the history of ADC, and by extension the story of how the design and advertising professions evolved during major global events including recessions, world wars and shifts in consumer lifestyles.

The One Club awards shows each have their distinct focus: ADC Annual Awards juries look to champion excellence in craft, design and innovation, while The One Show judges focus on creativity of ideas and quality of execution.

Unlike for-profit awards shows such as Cannes and others, The One Club is a non-profit organization that puts revenue generated from awards entries back into the industry in the form of programs under its four pillars: Educations, Inclusion & Diversity, Gender Equality and Professional Development.

These programs include the annual Where Are All The Black People diversity conference and career fair, ONE School free portfolio program for Black creatives, Creative Boot Camps for diverse college students, Right the Ratio Summits addressing gender equality, Global Educators Summits, Creative Leaders Retreats, Mentor & Creative providing mentorships at agencies for nearly 200 young creatives, bi-annual Saturday Career Workshops for high school students and more.

The TBWA\HAKUHODO creative team was inspired by the fact that mixing all the colors of the rainbow creates black. A special dying technique was developed in which a fabric that would normally appear black reveals the full spectrum of the rainbow’s colors when stretched. Marking a world first, the United Black Fabric was born. A film was created starring players from the All Blacks, the New Zealand men’s national rugby team, and the Black Ferns, the New Zealand women’s national rugby team, to carry this important message about diversity and inclusion.

Credits
Brand: AIG Japan Holdings
Campaign: Pride Jersey
Advertising Agency: TBWA\HAKUHODO, Japan
Holding Company: Hakuhodo DY
Production Company: SAQRAI
Film Studio: Aoi Pro
Chief Creative Officer: Kazoo Sato
Senior Creative Director: Takahiro Hosoda
Creative Director: Shuhei Tsuji
Senior Art Director: Keisuke Shimizu
Art Director: Yosuke Sugioka
Designer: Kana Takarada
Copywriters: Peter Souter, Tomoko Kasugai
Activation Planner: Kei Tominaga
PR Planner: Hideyuki Kobayashi
Film Director (Making movie): Shinri Abe
Executive Planning Director: Masa Okazaki
Strategic Planning Director: Keita Kawakatsu
Strategic Planning Supervisor: Chigusa Ogasawara
Strategic Planner: Yoku Ishida
Senior Account Director: Kei Kaneko
Account Director: Tatsuya Horikoshi
Account Supervisors: Kasumi Shimada, Keisuke Egami, Mami Konisho
Costume Designer and Producer: Toshihiko Sakurai
Costume Director: Chika Sai
Producers: Keisuke Mizusako, Masahiro Kawaguchi
Director: Hisashi Eto
DoP: Justin Brown
Producer: Wataru Ito
Photographer: DYSK
Designer: Kazuya Yamazaki
Motion Graphic Designer: Shinnosuke Arima

Tags:
2019 ADC AWARDS, ADC Annual Awards, Innovation, Product Design, Creative Innovation, LGBT

In the new position of Gender Equality Program Manager, she will oversee all of The One Club’s existing programs and events on the issue and develop new initiatives.

For the past two years, Karolak has played a primary role in developing the global Next Creative Leaders. A joint program from The One Club and The 3% Movement, Next Creative Leaders identifies, celebrates and gives a global platform to talented creative women who are making their mark on the world with both stellar work for clients and a unique point of view on creative leadership that’s changing the industry for the better.

She also previously served as the club’s social media manager.

“The One Club for Creativity has a long-standing commitment to providing global programming that helps solve the industry’s problems as opposed to just talk about them,” said Kevin Swanepoel, CEO. “We created this new position to strengthen and grow our gender equality initiatives throughout the year. In addition to her continued work on Next Creative Leaders, Kasia will develop new programming designed to further promote women into creative leadership roles.”

One of those new programs is an inaugural gender equality conference slated for January 2020 in New York. The event, targeted at C-suite senior creatives, is being developed to help advance equality in the advertising workplace and foster a more gender-balanced industry. Sessions will be led by top creative leaders and serve as a forum to share ideas, insights and actionable solutions that can be implemented at agencies and brands.

As a nonprofit organization, The One Club for Creativity purpose is to give back to the global creative community. Revenue generated from its global awards shows — The One Show and ADC Annual Awards — is directed back into the industry to produce more than three dozen annual programs for creatives at all levels aligned with its four key pillars: education, professional development, inclusion & diversity and gender equality. No other organization gives back to the advertising and design industries with a comparable level of comprehensive, year-round programming on a global basis.