ADCI, Art Directors Club Italiano, wanted its awards to regain the importance of the last couple of years. Winning an ADCI Award had to become a great aspiration for Italian creatives once again.

As the days left to the ADCI call for entries closure were running out, we created a countdown campaign, posted on the main advertising blogs with fake international credits. The visuals were hidden numbers in the graphics and every number represented exactly the days left to the expiration date.Creatives were really attracted and went looking for the campaigns, but they didn’t get them immediately and took a bit of time to understand them.The trick was explained by the baseline: “Instead of wasting time with other people’s campaigns, make yours great. Submit them to www.adci.it/awards”.

Viewers and fans of ADCI page increased 18-20% on Facebook and Twitter.The trend of submissions grew 55% in comparison with 2011, in a year where the figures expected were of 25- 30% shrinkage.