For the 60th anniversary of the Clios, the award show approach BBDO LA to create an iconic celebration of the greats who earned their place in the pantheon of advertising giants.

As the most tenured of the award shows in the advertising circuit, The Clios had seen every great chapter of modern advertising.

From Bernbach’s creative revolution to Dan Wieden + David Kennedy’s creation of a new gold standard.

From croaking Budweiser bullfrogs to Tide’s creative hijack of an inarguable on-screen truth.

We needed to create something that encapsulated the incredible evolution of creative firepower over the past 60 years, and something which would reinforce the award’s place at the heart of it all.

We partnered with Sam Spratt — an artist famous for creating artwork for the rapper Logic and Marvel — and commissioned an intricate digital painting which housed over 80 unique pieces of advertising history. The digital site allowed people to dig deep into the painting, and relive the iconic spots that captured the attention of the masses with their launch.

in the nine month lead-up to the award show we created hundreds of social assets teasing the painting, ultimately all driving to a Times Square takeover where the painting graced the massive ‘godzilla’ board for over a week.