Design a complete re-brand for the 59th Annual Advertising and Design Club of Canada (ADCC) Awards Show, in order to promote the event, celebrate award-winning work and inspire the Canadian creative community.

By embracing the extremist mentality of the advertising and design community and its pursuit of awards, we devised the ‘cult’ of Ideation – a quasi-religious organization, focused on the purity of creation and the holy inspiration of ideas. By following the teachings of Ideation, members could reach the ultimate enlightenment (winning an ADCC Gold Statue).

After a nine-month launch period, the ADCC Award Show was finally presented & performed as an actual cult meeting, which attracted a record number of attendees. Each attendee (cult member) wore a golden mask and chanted along to a unique introduction film that documented a star’s journey through the creative process, across worlds of ink and paper, eventually transforming into its finished form (the award-winning work).

After the event & award presentations, the buzz continued, attracting people to visit the microsite, seek out the awards annual and posters, which eventually sold out, a first for the ADCC.