Celebrating the Improbability of Greatness

"The Advertising and Design Club of Canada (ADCC) celebrates the best in Canadian creativity at their annual Directions award show. To promote the 2017 edition, we interviewed award-winning creatives and discovered a simple insight: Creating great work is really hard. There are so many things that can derail the execution of a great idea, from budget cuts to client modifications, that we knew we had to celebrate how rare it is. Our campaign theme: Celebrating the improbability of greatness."


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