Leo Burnett Italia's "No Grey" Wins 2023 ADCE Grand Prix

Dec. 02, 2023

"No Grey" by Leo Burnett Italia on behalf of Stellantis - Fiat was named the ADCE Grand Prix winner tonight at the Awards Gala Ceremony, part of the ADCE Festival '23 in Barcelona.  

Operation "No Grey" turned a marketing idea that usually only involves marketing departments and trade journalists — no more grey cars — into a memorable and spectacular event.  Leo Burnett Italia’s communication spread spontaneously around the world and managed, for the first time, to communicate Fiat's main core value: Italian-ness. 

The work, which also won a Gold in Brand Experience, PR/Events, also provided the brand with global visibility without the media budget of its competitors.

ADCE '23: The Best of Design and Advertising Awards

In total, 963 creative works entered the 32nd edition of the ADCE Awards from 28 European countries. The 43 “Gold” winners in each discipline are: 

Film & Audio

• TV/Cinema Commercials: Me, My Autism & I by Havas London for Reckitt
• Craft - Animation, VFX, CGI and 3D: I'm Only Sleeping by Jelly for Apple Corps / Universal Music
• Craft - Animation, VFX, CGI and 3D: Rocky by Neverland for Ladbrokes

Print & Outdoor

• Outdoor: A British Original by Uncommon Creative Studio for British Airways
• Digital Screens: A British Original by Uncommon Creative Studio for British Airways
• Special Outdoor: A Hand Ball That Could Save Your Life by Accenture Song Germany for Borussia Dortmund
• Print & Outdoor for Non-profit / Public Service / NGO: He's Coming Home by House 337 for Women's Aid

Interactive & Mobile

• Interactive Design: Freedom Grams by Serviceplan Germany for AROYA
• Interactive Campaigns: Oreo Cheat Cookies by Saatchi & Saatchi for Mondelēz Europe
• Place-specific Experiences: Clash / Blend by Playmodes Studio / La Pera for Aggregate Festival
• Data Visualisation: Fabric of England by McCann London for Show Racism the Red Card
• Social Media Campaigns: The Vulva Spaceship by Innocean Berlin for Wer Braucht Feminismus? 
• Social Media Campaigns: H.A.N.S. - The Hateful Audio Notification Service by Philipp und Keuntje for Laut Gegen Nazis
• Social Media Campaigns: The Sign Dance by DLV BBDO for Italian National Deaf Association
• Non-profit / Public Service / NGO: H.A.N.S. - The Hateful Audio Notification Service by Philipp und Keuntje for Laut Gegen Nazis
• Non-profit / Public Service / NGO: The Vulva Spaceship by Innocean Berlin for Wer Braucht Feminismus?
• Digital Service Experience: Dot Go. The First Object Interaction App for the Visually Impaired by Serviceplan Germany for Dot Incorporation

Design

• Graphic Communication: Sun Warning Flag by HeimatTBWA\ for German Cancer Aid
• Editorial Design: [Brick] Book by This is Pacifica for Primosfera
• Corporate Brand Identity: Barcelona Chocolate Company Identity by Run for Barcelona Chocolate Company
• Corporate Brand Identity: Freedom Grams by Serviceplan Germany for AROYA
• Illustration: Metsola Critters by Laura Merz for EMMA Espoo Museum of Modern Art
• Packaging: Freedom Grams by Serviceplan Germany for AROYA
• Motion Graphics: Mister Cimba Presents: The Nightmare of Counterfeiting with Bruno Aleixo by Graficalismo Design Studio for Mister Cimba
• Spatial Design: The New House of Communication by Serviceplan Germany for Serviceplan Group 
• Typography: There's Nothing Comic About Dyslexia by Innocean Berlin for Dyslexia Scotland
• Design - Any Other: McDrip by NORD DDB Helsinki for McDonald's Finland

Brand Experience

• Point of Sale Experience and Activation: The Real Self Checkout by Havas London for ASDA
• Promotions: Oreo Cheat Cookies by Saatchi & Saatchi for Mondelēz Europe
• Live Stunts Brand Activation: Penny Las Wedding by Serviceplan Germany for PENNY
• Live Stunts Brand Activation: The Forgotten Team by Dentsu Creative for MEO
• New Use of Media: Carol for Charity by Saatchi & Saatchi for Ministry of Foreign Affairs, Olena Zelenska Foundation, NGO Brand Ukraine
• PR / Events: No Grey by Leo Burnett Italia for Stellantis - Fiat
• PR / Events: The Vulva Spaceship by Innocean Berlin for Wer Braucht Feminismus?
• PR / Events: Penny Las Wedding by Serviceplan Germany for PENNY
• PR / Events: Letter Theft by HeimatTBWA\ for HORNBACH

Integrated & Innovation

• Integrated Campaigns for Commercial Brands: The Migros Beer by Wirz Group for Migros-Genossenschafts-Bund
• Non-profit / Public Service / NGO: There's Nothing Comic About Dyslexia by Innocean Berlin for Dyslexia Scotland
• Best Use of Technology: H.A.N.S. - The Hateful Audio Notification Service by Philipp und Keuntje for Laut Gegen Nazis

European Student of the Year

• Graphic Design/Product Design: Beyond The Fringe by Constanza Baj, Giulia Zanette and Han Tang for BAU, Centre Universitari de Disseny from Spain
• Communication ideas: Spot A Bot by Denise Hödl, Magdalena Jo Umkehrer, Daniela Dottolo, Kevin Harizaj, Lena Heiglauer and Nicolas Graf for University of Applied Sciences / Salzburg from Austria

European Best Young Creative

• Graphic Design/Product Design: 100 Latvian Letters — A book by Alise Stefānija Miļuhina for Valters Dakša / Art Academy of Latvia from Latvia
• Communication ideas: I Am Not Your Baby by Linda-Shiva Klinkhammer for Netflix from Germany

ADCE European Star - Johannes Newrkla Award

"The Forgotten Team" by Dentsu Creative (Portugal) for MEO has taken the ADCE European Star Johannes Newrkla Award. 

Reports of corruption and human rights abuses during the construction of stadiums and infrastructure for the 2022 World Cup in Qatar made it a highly controversial event.

As the biggest broadcaster in Portugal and long-time sponsor of the national team, MEO questioned their responsibility in fulfilling all commercial obligations while upholding their ethical principles. “The Forgotten Team” was a bold tribute to the thousands of migrant workers who died for the 2022 WC.

The Award was created in 2019 and looks for ideas that reflect European values, such as diversity and inclusion, freedom, justice, and peace promotion. In 2020, the Award changed its name from European Star to European Star Johannes Newrkla Award, as a tribute to the founding Member of the ADCE who passed away due to Covid-19.

ADCE Genius Loci Award

"Bottega for Bottegas" by LePub (Italy) for Bottega Veneta gets the ADCE Genius Loci Award

The "Bottega for Bottegas" festive initiative supports and champions Italian artisanal talent across Italy by taking the spotlight from the Bottega Veneta products and shining a light on the other small bottegas products thus letting people know that they can find the pinnacle of Italian craftsmanship in more than one bottega.

The ADCE Genius Loci Award celebrates the values of Europe’s diverse local cultures. It rewards creative excellence with the power to reveal a European location’s distinctive atmosphere, the spirit of a particular place within the exceptionally rich European cultural heritage. 

ADCE Equal Star Award

"The Vulva Spaceship" by Innocean Berlin (Germany) for Wer Braucht Feminismus? wins the ADCE Equal Star Award.

To hijack the conversation around the phallic space race and draw attention to its cause, Innocean Berlin and Wer Braucht Feminismus? designed the first ever spaceship shaped like a vulva.

A film was launched to give a behind the scenes look at the project and explain the design process of the spaceship. Actors became scientists and engineers to give the project some legitimacy, all to bring attention to existing inequalities like underrepresentation of women in power and the gender pay gap as well.

This Award has been inspired by the same Award created by the Italian club, and it seeks to reward a work that promotes inclusion, gender equality, fights all forms of discrimination and celebrates the creativity that overcomes stereotypes.

Data and numbers

• 56 jurors from 21 European countries
• 963 works submitted from 28 European countries
• 424 awarded works: 1 Grand Prix, 1 European Star-Johannes Newrkla Award, 1 Genius Loci Award, 1 Equal Star Award, 43 Gold, 88 Silver, 130 Bronze, 159 Shortlisted.

The countries with the most ADCE winners this year include Germany with 104 winning entries (from which 29 are shortlists), United Kingdom with 46 (six shortlists),  Austria with 42 (20 shortlists), Portugal with 35 (10 shortlists), and Spain with 33 (10 shortlists).

Global Creative Rankings

For the first time, thanks to the June 2023 merger with the global The One Club for Creativity, all ADCE laureates will be incorporated into The One Club’s Global Creative Rankings, making it the industry’s foremost global ranking of agencies, brands, work, and creative professionals. 

The Global Creative Rankings, to be announced in early January, combines points from The One Show, ADC Annual Awards, ADCE Awards, ONE Asia Creative Awards, The One Club US chapter awards, and Type Directors Club TDC competitions.

Jury Presidents 2023

Under the leadership of Pancho Cassis, Global Chief Creative Officer & Partner, DAVID, the ADCE ’23 Jury Presidents were: 

• Film & Audio: Youri Guerassimov, CCO, Marcel Worldwide (France)
• Print & Outdoor: Una Rozenbauma, CD, Rozenbauma un māsas (Latvia)
• Interactive & Mobile: Andreea Ghenoiu, CD, Partner, Jam Session Agency (Romania)
• Design: Borja Martínez, CD, Founder, Lo Siento (Spain)
• Brand Experience: Claus Fischer, Director, Founder, Voss+Fischer (Germany)
• Integrated & Innovation: Kat Hahn, CD, Meta (United Kingdom)