Last 11 November, the 4th European Creativity Festival came to an end with the announcement of the most important recognition of the ADCE Awards. President Ami Hasan unveiled the recipient of the Grand Prix 2017: ‘Check it before it’s removed’, created by DDB Germany for non-profit organization Pink Ribbon Germany.
The campaign takes advantage of the social media censorship guidelines to increase awareness for breast cancer.
Social media platforms such as Facebook and Instagram strictly prohibit the display of female nipples. On International Women’s Day, 17 brave women challenged these restrictions. They each bared a naked breast on Facebook and Instagram, urging all women to ‘Check it before it’s removed’.
In a matter of hours, Facebook and Instagram began deleting the posts. But as the pictures were removed, the buzz and awareness around the story was building in mainstream media.
In total, there were 802 creative works entered into the 26th edition of the ADCE Awards. The jury was comprised of 60 leading creatives from 23 different countries.
The 30 winning works awarded “Gold” in the different categories were:
Film & Radio:
1.1. TV/Cinema Commercials: “Lachende Pferde” by Grabarz & Partner (Germany) for Volkswagen.
1.1. TV/Cinema Commercials: “Paralympics – We’re The Superhumans” by 4Creative (United Kingdom) for Channel 4.
1.5. Radio Commercials: “Countdown.” by Grabarz & Partner (Germany) for Volkswagen.
Print & Outdoor:
2.1. Poster Advertising: “Queen (You’re not you:British Edition)” by BBDO Ukraine for Mars Inc.
2.2. Newspaper Advertising: “Newspaper Stack – Trump” by Scholz & Friends (Germany) for Verlag Der Tagesspiegel.
2.3. Magazine & Trade Advertising: “Switch it off” by Ogilvy Germany for Amnesty International.
2.4. Mailings: “The Tear-Open-Mailing for “Mein Kampf – against racism”” by Ogilvy Germany for Gesicht Zeigen!.
Interactive & Mobile:
3.2 Online Advertising: “Water Recipe” by Tiempo BBDO (Spain) for Oxfam Intermón.
3.3 Mobile Applications: “Sea Hero Quest ” by Saatchi & Saatchi (United Kingdom) for Deutsche Telekom.
3.4 Social Media Campaigns: “Check it before it’s removed: Naked breasts on Facebook against Breast Cancer” by DDB Group Germany for Pink Ribbon Deutschland.
3.5 Interactive & Mobile – Any Other: “Max Motor Dreams” by Ogilvy & Mather Madrid / GTB Spain (Spain) for Ford Spain.
3.5 Interactive & Mobile – Any Other: “Chat Yourself” by Y&R Italia (Italy) for Italia Longeva.
Design & Craft:
4.1 Graphic Design: “SBERBANK. NEIGHBORHOODS” by GOOD Moscow (Russia) for SBERBANK OF RUSSIA.
4.3 Corporate Brand Identity: “Audi Brand Appearance” by Strichpunkt| Kms Team| Blackspacde (Germany) for AUDI AG.
4.4 Editorial: “Photography column: Cattelan & Ferrari” by ZEITmagazin (Germany) for Zeitverlag Gerd Bucerius GmbH & Co. KG.
4.5 Packaging: “L´Eandruy Fragrance Laundry Detergent by Korefe (Germany) for T.D.G. Vertriebs GmbH & Co. KG.
4.6 Motion Graphics: “Genesis Beijing Digital Brand” by Wolff Olins (United Kingdom) for Genesis Property.
4.8 Interactive & Mobile – Any Other: “Dot. The first Braille Smartwatch.” by Serviceplan Germany / Serviceplan Korea for Dot Incorporation.
Promotions & New Media:
5.2 Ambient Media: “Project Germany” by HEIMAT, Berlin (Germany) for HORNBACH Baumarkt AG.
5.4 New Use of Media: “Check it before it’s removed: Naked breasts on Facebook against Breast Cancer” by DDB Group Germany for Pink Ribbon Deutschland.
5.5 Events: “Car Curling” by Voskhod (Russia) for SMPOLIS.ru.
Innovation & Integration:
6.1 Integrated Campaigns: “Check it before it’s removed: Naked breasts on Facebook against Breast Cancer” by DDB Group Germany for Pink Ribbon Deutschland.
6.2 Content Ideas: “Playinglynch” by wild x preacher (Austria) for Squarespace.
6.2 Content Ideas: “The lick-hiker’s guide to inner strength” by hasan & partners (Finland) for Valio.
6.3 Best Use of Technology: “DOT. The first Braille Smartwatch.” by Serviceplan Germany / Serviceplan Korea for Dot Incorporation.
6.4 Creative Strategy: “1 MB Campaign” by Marvelous LLC (Russia) for SkyLink.
European Student & Young Creative
7.1 European Student of the Year – Design: “Eye to Ear – Gallery of Audible Images” by Verena Blöchl & Katharina Götzendorfer (Austria) for University of Applied Arts Vienna.
7.1 European Student of the Year – Design: “Mm-Hmm” by Hannah McNally & Martha Halliday (United Kingdom) for Kingston University.
7.2 European Student of the Year – Creative Ideas: “Moonjourney” by Chiara Grabmayr (Germany) for College for Film and Television Munich, HFF München.
8.1 Young European Creative – Design: “Iittala & Arabia Design Museum & in-store videos” by Matti Vesanen (Finland) for Iittala & Arabia Design Centre.
Winning work will be showcased in the ADCE Annual 2017 and through a touring exhibition around Europe.
