2025 ADCC AWARDS

Complete Brand Identity Program

2026

Rethink, Toronto/Montreal/Vancouver/New York
t: 416-583-2178
w: rethinkcanada.com

Executive Creative Director, Design: Hans Thiessen Associate Creative Director: Justin Kowalczuk Designer: Justin Kowalczuk Associate Creative Director: Hannah Au Copywriter: Hannah Au Senior Motion Designer: Jesse Shaw Account Director: Tianna Fung Chief Creative Officer: Aaron Starkman Chief Strategy Officer: Sean McDonald Client: Advertising & Design Club of Canada; Michelle Ovcaric, Alexis Bronstorph

To promote the 76th ADCC Awards, we defended original thought against the rise of AI. The campaign's visual identity transformed discarded AI 'slop' into haunting human figures that visually collapse, exposing their lack of a soul. The campaign served as a powerful reminder that while machines can mimic form, they cannot replicate the curiosity, taste, and intuition of a human. The message was clear: when it comes to creating award-winning work, human creativity remains irreplaceable.