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2019 · Associate Creative Director · BBDO Los Angeles × Clio Awards
How do you celebrate six decades of the world's best advertising without creating another archive?
To mark the Clio Awards' 60th anniversary, we built an interactive digital experience that transformed advertising history into something people could explore rather than simply browse. At the heart of the project was a sprawling illustrated world featuring the people, campaigns and characters that defined modern creativity, inviting visitors to discover the stories behind the industry's most iconic work.
My role focused on shaping the creative experience and helping turn an overwhelming amount of history into an engaging journey. The goal was to make six decades of advertising feel as inspiring and culturally relevant as the work itself.
Created to celebrate the 60th anniversary of the Clio Awards and featured across the Clio Network.
Interactive · Illustration · Experiential · OOH
The Clio Awards turned sixty, and the obvious way to mark it was an archive. The brief Toby Brewer worked to as Associate Creative Director at BBDO Los Angeles was to avoid that entirely and build something people would want to spend time inside, celebrating six decades of the world's best advertising across the Clio Network.
Advertising history is usually presented as a list, and lists are browsed rather than explored. Six decades of work is only overwhelming if it is organised like a database. Treated as a world, with characters and stories and things to stumble across, the same material becomes a journey.
The team built an interactive digital experience at clio60.com, anchored by a sprawling illustrated world by artist Sam Spratt containing the people, campaigns and characters that shaped modern creativity, with the site built by 14Four. Brewer's role focused on shaping the creative experience and turning an unmanageable volume of history into a navigable narrative, extending into experiential and out-of-home. The aim throughout was to make sixty years of advertising feel as culturally alive as the work being honoured.
ETHAN KING (AKA EETH)
