Anniversary Case Study: The ADC 100 Centennial Project

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The ADC100 program was created by C&G Partners for the Art Director’s Club, an association for the advertising and creative industry. ADC100 provides a unique opportunity to delve into the rich history and vibrant community of an entire industry over the past century. Building on C&G’s extensive expertise in developing anniversary brand programs, the firm crafted a comprehensive ADC100 brand identity and online content strategy that spanned an entire centennial year.

At the core of the ADC100 anniversary brand identity is the concept of a “hijack,” where a temporary variation of the ADC logo takes center stage, dominating every touchpoint throughout the company’s anniversary period. The circular C in the ADC logo cleverly doubles as the Roman numeral for 100, subtly embedded as if it has been awaiting its moment to shine since the organization’s inception. The typography selected for the brand identity is the elegant and versatile Raisonné Pro font family by Colophon Foundry.

To infuse historical significance, images featuring club officers, esteemed members, award winners, and iconic Cube-winning work are periodically inserted within the last “0” of 100, showcasing visually intriguing and meaningful subjects. The ADC100 anniversary branding not only pays homage to the existing ADC letterform but also highlights the organization’s rich archival imagery, celebrating the people and groundbreaking work that define its legacy.

The centerpiece of the ADC100 celebration is the meticulously crafted ADC100 timeline. Unfolding over 12 months, this immersive online experience will spotlight one decade per month, presenting a curated collection of captivating stories, artifacts, insightful articles, and notable awards from the organization’s illustrious history. The ADC100 timeline serves as a digital treasure trove, inviting visitors to embark on a journey through time, unearthing remarkable milestones and pivotal moments that have shaped the creative landscape.

To amplify the reach and engagement, serialized digital asset sets will be strategically shared across various social media platforms and promotional channels, driving viewership to the central web timeline. This concerted effort created a sense of anticipation, building momentum and culminating in a grand finale in the final summer. The multi-part ADC100 timeline isn’t just designed to commemorate the centennial but also serves as a lasting cultural record, ensuring that the ADC brand’s heritage and significance continue to resonate long after the anniversary celebrations have concluded.

In addition to the ADC100 timeline, there is a range of captivating and interactive online experiences that complement the overarching brand narrative. These immersive experiences allow visitors to actively engage with the ADC100 content, fostering a deeper connection with the organization’s legacy. From virtual exhibitions featuring iconic works to interactive quizzes and polls that invite users to test their knowledge, these digital initiatives aim to create a dynamic and participatory anniversary celebration. By integrating cutting-edge technology and user-friendly interfaces, we ensure that every online interaction aligns seamlessly with the ADC100 brand experience, leaving a lasting impression on both existing and new audiences.

Furthermore, recognizing the importance of community engagement, we have designed an inclusive platform that encourages participation from ADC members, industry professionals, and creative enthusiasts worldwide. Through curated user-generated content campaigns, such as sharing personal stories, memories, and creative achievements, we aim to foster a sense of belonging and celebrate the collective impact of the ADC community over the past century.

This collaborative approach not only amplifies the reach and relevance of the anniversary celebrations but also positions the ADC brand as a catalyst for connection and inspiration within the creative ecosystem.

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