The Ad Filter is a positive version of the famous Ad Block browser extension. Instead of blocking all the ads on internet and making advertising totally disappear, the Ad filter removes boring ads but replaces them automatically by award winning ads from D&AD. To do so, D&AD created a database of more than 500 great ads (Yellow Pencil, Nomination, in book) that were broadcast randomly in place of the ordinary ad. The icon of the extension is a tiny yellow pencil.
We decided to focus on pre-roll ads because they are the most annoying and symbolic digital advertising support.
With no media budget
15 000 downloads the first week
44 000 visits on the website
7000 tweets and 9000 shares
There was huge interest from the press and the industry.
D&AD wanted to engage people in the creative industry all year round, and not only when the results are released. Our strategy was to celebrate creativity using a huge digital trend: ad blocking.
Our insight was “ if ads were always great, people wouldn’t want to skip them”
We created a new web browser extension which demonstrates that the more you see great ads, the more you love advertising. The Ad filter blocks boring ads and shows award-winning ads from D&AD instead. With this browser extension, people can enjoy a daily dose of good advertising.
D&AD engaged its target everyday by promoting its philosophy and its high creativity standard.
The target – people in the creative industry – are happy to see only great ads, without having to ask for them. It’s stimulating and inspiring.