New York, NY - June, 2007 - The Art Directors Club revealed the winner of the Hy-brid category of its 86th Annual Awards at tonight's Annual Awards Gala, held at the ADC Gallery in Manhattan. The Gala also celebrated the Annual Awards winners in the categories of Advertising, Interactive Media, Design, Photography and Illustration, which were previously announced.
The top Hybrid winner earned an ADC Gold Cube, for an integrated entry from Goodby, Silverstein & Partners for its California Fluid Milk Processing Board account titled "Milk Aliens." The entry was also presented with the Yahoo! Big Idea Chair.
The ADC's Hybrid category recognizes integrated visual communications work that util-izes multiple media platforms and/or transcends conventional uses of media. As an ambi-tious extension of its now-legendary 'Got Milk?' effort, the agency created an audacious fiction that California cows were being abducted by aliens and spirited off to a distance planet, whose residents were in dire need of their "white wonder tonic."
The campaign included web sites, TV and cinema commercials and outdoor and wild postings. An element of the campaign—an online game—also won a Silver ADC Cube in the Interactive Awards' Online Branded Content-Games category.
The "Milk Aliens" winner was one of five Hybrid finalists announced by the ADC in April. The other four finalists were all presented with Silver ADC Cubes at the Gala. They include another Goodby, Silverstein & Partners entry, the "HP Hands" campaign for Hewlett-Packard; R/GA, for its Nike + campaign, which was also the top Gold Cube winner in the ADC Interactive Awards; 180 Amsterdam, for its Adidas International "+10" campaign; and GT INC for its Nike Cosplay viral campaign from Japan.
"I think the industry took a big step forward in 2006, and the range of great work compet-ing for the top honors is proof of that," says Paul Lavoie, President of the ADC and Chairman and Chief Creative Officer of TAXI. "We're seeing work that really breaks through and uses the unique properties of every medium to tell a complete story and en-gage with consumers. The Hybrid category is the best example of the Club's commit-ment to groundbreaking work that is truly the most innovative in the industry."
The ADC also honored winners of the Corbis Creativity for Social Justice Award at the Gala. New this year, the Corbis award carries a cash prize for the not-for-profit client of the top professional pro-bono entry in the ADC competition, and a scholarship for the top student pro-bono entry. The awards were won by The Walker Agency of Zurich, Swit-zerland, for its work on Amnesty International, and by Jeanne Lee, a Pratt Institute stu-dent, for her project for Trees New York, a New York City-based environmental group. Ross Sutherland, CCO of Corbis, presented a check for $20,000 to representatives of Amnesty International at the Gala, as well as a $5,000 scholarship to Ms. Lee.
The 86th Annual ADC Awards mirrored its international reach with work entered from more than 50 countries this year, 27 of which will be represented as winners in the an-nual, which will include all Gold and Silver medalists, Distinctive Merit winners and Merit finalists. The hardcover Art Directors Annual 86 will be published by RotoVision in November, 2007.
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