Leo Burnett London has been awarded the Grand Prix at the 24th Best of European Design and Advertising ADCE Awards for its campaign “#LikeAGirl” for Procter & Gamble brand Always. The jury, comprised of 51 leading European creatives from 18 nations, met at the Disseny Hub Building in Barcelona on Thursday 15 October.
#LikeAGirl is a social experiment that recruited real women, men, boys and pre-pubescent girls and asked them to show what it physically meant to run like a girl, throw like a girl and do other similar actions.
The campaign quickly became a worldwide hit success, scooping a remarkable nine Pencils at the 2015 D&AD Awards, including a coveted Black Pencil. It now has another prestigious accolade to add to its incredible honours list: the 24th ADCE Grand Prix.
The Champions League of Creativity
The ADCE Awards are unique in that only creative work that has been awarded at a local European show can qualify, ensuring an elite selection in which every single entry that a judge sees has already been nominated as a standout piece of creative.
In total, there were 667 creative works from 21 different European nations entered into the 24th edition of the Best of European Design and Advertising ADC*E Awards.
The 25 winning works awarded “Gold” in the different categories were:
Film & Radio:
1.1. TV Commercials: “Goth Girl” by Heimat, Berlin (Germany) for Hornbach
1.2. Sound Design: “Goth Girl” by Heimat, Berlin (Germany) for Hornbach
1.3. Film & Radio/Other: “37 Days” by La Cavalerie (France) for ATLANTIC GROUPE
1.4. Film & Radio/Other: “#LikeAGirl” by Leo Burnett London (UK) for Procter & Gamble
Print & Outdoor:
2.1. Poster Advertising: “Instaposters” by Instinct (BBDO Group) (Russia) for Nike
2.2. Magazine & Trade Advertising: “Suffocation” by Leo Burnett London (UK) for Karma Nirvana
2.3. Mailings: “Suffocation” by Leo Burnett London (UK) for Karma Nirvana
3.1. Websites: “#Project 360” by Heye GmbH (Germany) for Mammut Sports Group AG
3.2. Online Advertising: “#happytohelp” by DDB & Tribal Worldwide, Amsterdam (Netherlands) for KLM Royal Dutch Airlines
3.3. Mobile Applications: “Adventures of Poco Eco” by Possible CEE (Hungary) for iamyank
3.4. Digital Content: “#LikeAGirl” by Leo Burnett London (UK) for Procter & Gamble
4.1. Editorial: “Strange Plants” by Folch (Spain) for Zioxla
4.2. Packaging: “Magic Tape” by Kolle-Rebbe GmbH (Germany) for 3M Deutschland GmbH
4.3. Motion Graphics: “X Road Explainer” by Tolm (Estonia) for Cybernetica
4.4. Environmental Design: “Grafting Architecture” by Bildi Grafiks (Spain) for Institut Ramon Llull
4.5. Design/Other: “The Lampedusa Door Stopper. Open Doors for Refugees.” by Scholz & Friends (Germany) for CUCULA
Promotions & New Media:
5.1. Promotions: “Rechts gegen Rechts- Der unfreiwilligste Spendenlauf Deutschlands” by Grabarz & Partner/GGH Lowe (Germany) for ZDK Gesellschaft Demokratische Kultur gGmbH
5.2. Ambient Use of Media: “Departure Board” by Leo Burnett London (United Kingdom) for Amnesty International
5.3. New Use of Media: “IKEA PS 2014” by Instinct (BBDO Group) (Russia) for IKEA
Innovation & Integration:
6.1 Integrated Campaigns: “There is No Bigger Prize than Sharing” by Leo Burnett Madrid (Spain) for Loterias y Apuestas del Estado
6.2. Content Ideas: “#LikeAGirl” by Leo Burnett London (UK) for Procter & Gamble
6.3. Best Use of Technology: “The Banner That Makes You Like Banners” by BBDO Russia Group / Proximity Russia (Russia) for 3M
6.4. Creative Strategy: “#LikeAGirl” by Leo Burnett London (UK) for Procter & Gamble
7.1 European Student of the Year: Tom Watkins (UK), University of Lincoln for “When I’m a Dad”.
7.2 European Young Creative of the Year: Daniel Strugariu & Ruxandra Papuc (Romania), McCann Erickson Bucharest for “Sunday Grannies”.
The most awarded agencies were Scholz & Friends Germany (10 awards and nominations), Leo Burnett London (9), Instinct – BBDO Group Russia (7) and Voskhod Russia (7)
Judging of the ADCE Awards took place during the 2nd European Creativity Festival. Created to celebrate and recognize the art of creativity, graphic design and new creative solutions, the Festival featured a packed programme of lectures, creative panels and talks delivered by the most creative, innovative and inspiring people from across Europe.
Amir Kassaei, ADCE President and Jury President:
It’s been another great year. Once again the quality has been high and the highlights have really stood out. It’s been an inspiring weekend and #LikeAGirl is a worthy winner of the Grand Prix. Like all great ideas, it has a great insight and amazing way of executing it. Congratulations to Leo Burnett London!