Our solution was a campaign called “Rare for a Reason.” The idea juxtaposes weird, macabre and surprising facts with the even less likely chances of winning an ADC Cube. Whether it’s being attacked and killed by an elephant, dying whilst taking a selfie or having quadruplet babies, none compare to the prestigious rarity of being an ADC Cube Winner.

“Everest” utilizes real cut paper, photography and illustration. It represents many man-hours and careful bending, lighting, and detail.

“Queen Elizabeth” is created entirely with CGI. Simulating classic Elizabethan armor, gold leaf, and etching. It uses dramatic lighting to create a serious contrast to the fun headline.

“Elephants” uses watercolor and child-like, anthropomorphic character illustrations to add softness and fun to the macabre subject matter in the headline.

“Quadruplets” is an illustrated poster utilizing highly stylized baby characters and elements. The headline is the predominant feature, made entirely of hand-drawn type made from spilled milk.

The “Rare for a Reason” campaign resulted in a 230% increase in the Art Directors Club’s Instagram following, doubled their Twitter Impressions, and created a 70% increase in Facebook likes.