Ad Campaigns
ADC 103rd Annual Awards launches with campaign by Goodby Silverstein & Partners
Mumbai: The One Club for Creativity has opened the call for entries for the ADC 103rd Annual Awards, supported by the integrated campaign created by Goodby Silverstein & Partners (GS&P).
Founded in 1920, the ADC Annual Awards is the world’s longest continuously running awards program to recognize global excellence in craft and innovation in all forms of advertising and design.
The “More Than Luck” campaign from GS&P plays into the truth around all the elements needed to win a coveted ADC Cube. The work will feature out-of-home and digital executions with a graphic style informed by the iconic shape and colors of the ADC Cubes themselves — gold, silver, and bronze — and a look inspired by both Las Vegas and corner bodega scratcher tickets.
“I know from personal experience that it takes more than a lucky shot to earn an ADC Cube,” said GS&P creative director Hanna Wittmark and a juror at last year’s ADC 102nd show. “It requires sleepless nights, obsessive devotion to the details, and countless negotiations with clients to elevate the work to a level where it could even be considered by ADC judges. ‘More Than Luck’ pays tribute to the great work that will be featured, as well as everything the artists have invested in getting it made.”
New for 2024
One notable change for the ADC 103rd Annual Awards is Best of Discipline honors will be awarded to brand-based work only. Entries for non-profit clients are no longer eligible.
This year will also mark the show’s first Best of Non-Profit award, presented for the top-scoring work from across all disciplines done for a non-profit client as voted by the entire jury. Best of Non-Profit will receive the same points as a Best of Discipline winner.
Other highlights for the ADC 103rd Annual Awards include:
· Rankings Points – All awards will receive rankings points, multiple awards for the same work within a discipline will not be de-duped.
· Storytelling Categories – Advertising discipline expanded with new categories for Storytelling in Humor and Drama genres.
· Continued partnership with creative community Working Not Working on event and content collaborations, as well as the special Freelancer of the Year award.
· ADC Members’ Choice Award, where freelance members of both The One Club and Working Not Working are invited to cast votes for their favorite entry amongst the year’s top-scoring works in all ADC Design disciplines.
Entries can be submitted now, with fees increasing after each deadline period. Regular deadline is 27 January 2024, with extended deadline of 16 February 2024, and final deadline 1 March 2024.
ADC 103rd Annual Awards juries will be announced shortly. In-person judging takes place in March 2024, with finalists announced in May. Gold, Silver and Bronze Cube winners will be announced at the ADC 103rd Annual Awards ceremony during Creative Week 2024 in New York, taking place 13 – 17 May.
Tiered pricing
A special tiered pricing structure makes it easier for smaller agencies, studios and freelancers to participate. Larger agencies and brands pay the standard entry fee; smaller shops get a discount on entries (amount varies by discipline), and freelance creatives and one-person shops are eligible for an even greater reduction in their entry fee.
Unlike for-profit awards shows, The One Club is a non-profit organization that puts revenue generated from awards entries into programs that serve the industry under the club’s four pillars: Education, DEI, Gender Equality and Creative Development.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
