Hrv
07 Jun 2021.

Art Directors Club New York awards Best of Discipline to Untouched by Light

ADC 100th Annual Awards is the longest running international competition in advertising and design, known for its cube shaped awards. After long sessions of consultations, the jury composed of top worldwide creatives reached their decision: Untouched by Light by Croatian Bruketa&Žinić&Grey Agency and Slovenian winery Radgonske Gorice is the winning project in Best of Discipline for Packaging Design.

Instead of an advertising campaign, B&Ž&G Agency suggested a new product – a sparkling wine produced in complete darkness. The entire project rests upon a research study by Prof. Nobel, University of California, who proved that light has adverse effect on sparkling wines and their aromas. In keeping with this fact and as suggested by the Agency, Radgonske Gorice adapted their production process which is now carried out in pitch darkness, from harvest to distribution, using night vision goggles. The bottle packaging is also one-of-a-kind, designed to be light-proof.

The ADC judges decided to award the very idea and design. The idea has already received great acclaim. It has been covered by the media worldwide, such as The Washington Post, The Independent, Forbes, Der Spiegel, Decanter and Wine China, in more than 230 mentions, kindling the interest of distributors not only in this product but also in other products by Radgonske Gorice.

“This project shows that local businesses can successfully turn to the global market. The creative potential of agencies can be used for much more than just an ad creation. Original products and services find easier way to reach their customer,” said Davor Bruketa, Chief Creative Officer at Bruketa&Žinić&Grey Agency, which has received the fourth award from ADC Annual Awards and has become the most award-winning Croatian agency in this competition and the only one to have earned the Best of Discipline title.

Other ADC Annual Awards winners are as follows: Burger King’s Moldy Whopper for best in Advertising, the work by Ingo Agency from Stockholm, also member of Grey Group. Spotify is the winner in In-House and Interactive categories for their Alone With Me project, and UNICEF Germany in Motion/Film/Gaming Craft categories for their project #ENDviolence – More Than A Mark, authored by BBDO Group Germany and BWGTBLD.

Say Their Names by The New Yorker magazine and Kadir Nelson is the best in Illustration, and The New York Times’ Democracy by Mail the best in Photography. Breonna Taylor on the cover of Vanity Fair by Condé Nast, Vanity Fair and Amy Sherald is the best in Publication Design.

Mastercard’s True Name authored by McCann New York, JSM Music and Hungry Man is the best Product Design. Museum of Thousands of Names – Identity for Warsaw is the best in Brand/Communication Design the authors of which are DADADAStudio, Rosencrantz and Guildenstern for Warsaw Ghetto Museum.

The Uncensored Library for Reporters Without Borders by DDB Germany, MediaMonks, Reporters Without Borders and Blockworks is the best in Experiential Design. The Spomeniks authored by Yuzhao Huang is the best in Fashion Design.

Musée Atelier Audemars Pigue for Audemars Piguet is the best in Spatial Design, signed by Atelier Brückner, BIG Bjarke Ingels Group, medienprojekt p2 and LDE Belzner Holmes. Kutu / Nest Mural by Ben Johnston for Start India is the best in Typography.

 

Radgonske gorice / Borut Cvetković (CEO), Andreja Novak (Marketing Manager), Klavdija Topolovec Špur (Oenologist)

Bruketa&Žinić&Grey / Tea Silvia Vlahović (Strategic Planning Director), Davor Bruketa (Creative Director), Mirna Ptiček (Art Director), Maša Ivanov (Client Service Director), Jelena Mihelčić (Head of Press Relations), Tomislav Zeljko (Event Manager), Ivor Marok (Event Executive), Vesna Đurašin (Production Manager), Andrea Knapić (Art Director), Vjekoslav Azenić (UX Designer), Ante Kantor and Marko Zabrdac (Account Executives), Ivan Tanić (Strategic Planning Director), Drago Mlakar (Copywriter), Josip Buzov (Junior Strategic Planner), Ivo Payer (Creative Director/Case Film), Anja Pečovnik (Video Production Manager/Case Film), Ivana Momčilović (Art Director/Case Film), Javier Campopiano (CCO Grey Europe/Case Film)

Packaging: Kaligraf / Miho Karolyi, Rotoplast
Photo and Video: Domagoj Kunić, Imhotep
Juan Senor (Voiceover, Presenter)

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