The first creatives have been chosen to judge the ADC 100th Annual Awards Fusion Pencil and Cube Awards, the advertising and design industry’s first global awards to recognise great work that best incorporates diversity, equity and inclusion (DEI) principles, and underrepresented groups in both creative content and the team that made it. Tea Uglow, creative director at Google Creative Lab, Sydney, has been selected for the ADC Fusion Cube awards.
The Fusion Cube jurors are:
- Sherina Florence, group creative director, 72andSunny, New York (chair)
- Ajayib Alsadi, creative director, UBRAND, Riyadh
- Bruno Brux, executive creative director, GUT, São Paulo
- Herbert Hernandez, founding partner, Gigil, Manila
- Tony Kalathara, group creative director, 72andSunny, New York
- Winter Mendelson, founder, executive creative director, Posture Media, New York
- B. Monét, writer, director, New York/Los Angeles
- Kevin Morosky, founder, head of creative, Pocc, London
- Enrique Mosqueda, creative director, Instagram, San Francisco
- Takayuki Niizawa, chief creative officer, Wunderman Thompson, Tokyo
- Ruchi Sharma, founder, chief creative officer, HumanSense, Colombo (Sri Lanka)
- Laurel Stark Akman, freelance creative director, San Francisco
- Jessica Williams, visual artist, JTaylor Studios, Dallas
- Zipeng Zhu, designer, art director, illustrator, animator, Dazzle Studio, New York
- Gerrit Zinke, managing director, creation, thjnk, Hamburg
- Tea Uglow, creative director, Google Creative Lab, Sydney
The Fusion Pencil judges are:
- Samira Ansari, executive creative director, FCB, New York
- Komal Balakrishnan, senior manager, Brand, Marketing & Technology, Shell, Houston
- Sergio Claudio, global creative, experience leader, Adobe, Denver
- Ete Davies, chief executive officer, creative, Engine, London
- Brandon Farbstein, global inclusion strategist/speaker, Washington, DC
- Vann Graves, executive director, VCU Brandcenter, Richmond
- Amber Guild, president, T Brand at The New York Times, New York
- Christina Mallon, global head of inclusive design and digital accessibility, Wunderman Thompson, New York
- Anu Niemonen, executive creative director, Wunderman Thompson, Helsinki
- Ute Poprawe, brand transition, diversity consultant, Poprawe Consulting, Frankfurt
- Deadra Rahaman, vice president, Brand Strategy, Huge, Detroit
- Resh Sidhu, executive creative director, Barbarian, New York
- Chaka Sobhani, chief creative officer, Leo Burnett, London
The Fusion awards have three criteria. Winning entries must first meet the different specific judging standards for The One Show (excellence in creativity of ideas and quality of execution) or the ADC Annual Awards (brilliance in craft, design and innovation).
Entrants must also disclose the percentage of relevant agency, production company and design studio teams directly involved in this work who are part of underrepresented groups – including women and other marginalised genders, racial or ethnic groups, LGBTQ+, people with cognitive or physical disabilities, etc. – and how they implement DEI principles when putting the team together.
In addition, the work must communicate authentically with the target audience in terms of casting, language, script, narrative and design to address DEI factors such as racial and ethnic diversity, gender diversity, ageism, cognitive or physical abilities, positive body image, sexual orientation, all kinds of discrimination, negative stereotypes, etc.
“The industry has a glaring diversity problem, and Fusion is the first industry award to provide global recognition to the great work and teams who are leading the way in DEI,” stated Kevin Swanepoel, chief executive officer, The One Club. “These diverse juries of creative leaders will help us make Fusion the new global industry standard for rewarding excellent work, created by a diverse team, that speaks in an authentic voice to the target audience.”
Entries to The One Show 2021 and historic ADC 100th Annual Awards may be submitted now, with fees increasing after each deadline period. Regular deadlines for both shows are March 12, 2021, extended deadlines are March 19, 2021, and final deadlines are March 26, 2021. Judging will take place online. No physical entries will be accepted this year, eliminating shipping costs for entrants.
