Leo Burnett came out the big winner at the Art Directors Club 94th annual awards festival last week in Miami. The network's Dubai office was named Agency of the Year and took the advertising best in show "Black Cube " award for UAE telecom Du's "Two for One" campaign, a series of cinema-inspired ads showing films that were too "complicated," "distressing" and "informative" to be seen solo. The point was to promote the Dubai theaters' Tuesday "two tickets for one" promotion.
Leo Burnett's Costa Rica office also earned a "Designism" honor, given to the year's top non-profit ideas, for the "Incomplete Bios" campaign for Fundacion Paniamo. The effort targeted all the country's presidential candidates, who failed to include any child protection policies in their campaign platforms, presumably because children didn't have a say in the vote. The agency hijacked each candidate's Wikipedia entry to include a new section "Childhood Protection Policies," which was left blank. Before Wikipedia had a chance to block the additions, the effort had already generated plenty of buzz in the media, compelling all of the candidates to commit to putting childhood protection in their platforms. Boosted by both efforts and other big wins including Gold for Always' "Like a Girl" out of Toronto and for McDonald's McCafe ads out of Australia, Leo Burnett Worldwide went on to earn the ADC's 2015 Network of the Year honor.
The show's other Black Cube, for design, went to Interbrand for its "Paper Prison" campaign for the Nelson Mandela Children's Hospital Trust. As part of the Mandela95 Poster Project to celebrate Nelson Mandela's 95th birthday, Interbrand created a fold-out poster in the exact dimensions of the cell Mandela occupied at Robben Island Prison. Copy on the poster read "He illuminated the world from an 8-foot cell." Interbrand then took the posters to various public spaces around the world and invited others to celebrate Mandela's memory by standing atop it. The idea also earned a Gold Design Lion at Cannes last year.
The New York Times came away with the "Design Team of the Year" accolade; Quad Group (Quad Productions, Wizz Design and Fix Studio) took Production Company of the Year; and School of Visual Arts earned School of the Year.
A second Designism honor went to Hospital Sant Joan de Deu, a children's hospital, which earned the award for "Animals Playing Hide and Seek," an environmental design system by Dani Rubio Arauna and Rai Pinto that turned what could have been a boring, clinical kids' ward into a delightful, interactive animal-inspired playground.
See the full list of winners on the Art Directors Club website.