ADCC

Every year, the Advertising and Design Club of Canada (ADCC) selects one agency to create the overall theme and design for their show, including call for entries communications and the annual.

To stand out in a crowded awards landscape and impress a tough creative audience, Leo Burnett went with the theme of love and hate – two rival emotions in the advertising and design business that people battle between every day.

Each piece of communication had two sides to it, with black assigned for love and red for hate. A reversible word mark was created to read “Love” when seen one way and “Hate” when seen the other. The call for entries included posters that spoke about things that ad people wrestle with and presented both a hate and love take on them. The annual came in both colours, and allowed people to customize it with perforated dots to create a word they thought best described that year’s work. The opening film for the show displayed the never-ending battle between love and hate.

The campaign was recognized at Cannes, the One Show, the Bessies, the ADCC and Applied Arts.