The ADC Awards is one of the most desired and respected award shows in the worlds of craft and design. We got to make the branding for the 103rd festival. These awards are the ultimate symbols of excellence in craft.

Winning an ADC Award takes more than luck. It takes hard work, sleepless nights, discipline and craft. Our target knows this all too well. They’re the most awarded people in the industryof visual communication. We wanted to inspire these artists and visual thinkers through the symbols of winning. So the look and feel of our “More Than Luck” campaign was inspired by ADC trophies and the feeling of winning, Vegas style. Design elements were inspired by the glitz, glamour and showmanship of “Sin City” as well as the symbols and icons you see on the kind of lotto scratcher tickets you’d buy at the local bodega, with headlines playing into the terminology and phrases surrounding betting.

The ADC Awards and the One Show needed a campaign to serve as a creative call for entries to the shows themselves. The brief instructed us to come up with a campaign that would attract the attention of the world’s top advertising and design professions—the very audience that wants to win an ADC Award. Our solution was to play into that dream of winning and fulfillment through the use of the iconic imagery of Las Vegas (where people win huge every minute) and the iconography and colors of the ADC Awards Cubes themselves. It’s this collision of icons that fueled the look and feel of the campaign, including the colors of the posters, the language of the lines within the posters, and the typography.

The typography was inspired by the design of the ADC Cubes. We tried to bring the depth, volume and colors of the cube into the specific letter forms. The Cube is heavy and geometric, and we attempted to match that heavy style in terms of the look. Additionally, we took some color and style inspiration from Old Hollywood and Las Vegas in the ’50s and ’60s as well as the spirit of the Rat Pack.