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BIRKENSTORIES win ADC award for creative excellence

Gold nail for profiles of passionate wearers of sandals.


The BIRKENSTOCK series of short films has reaped a coveted award for creative excellence as one of only a handful of in-house productions. The renowned Art Directors Club (ADC) award is the largest creative competition in the German-speaking world and is considered an important trendsetter for the advertising industry throughout Europe.

At this year’s summit meeting of the creative industry at the end of May, the Art Directors Club in Hamburg presented its coveted gold, silver, and bronze awards as part of the ADC Festival for the 55th time. In the competition, the approximately 400 jurors, all of whom are leading lights in the creative communications sector, recognize outstanding achievements in the area of communications in Germany with gold, silver and bronze Nails.

BIRKENSTOCK succeeded in beating the established advertising industry competition in the category of film for corporate presentation with its considerate profiles of individuals who are fans of its products out of a deep sense of conviction. The BIRKENSTORIES, which were one of only a handful of entries to have been produced entirely by an in-house team – in this case Armin Block and Felix Hörnke – without the support of an advertising agency, were presented with a gold Nail by the expert jury.

“The BIRKENSTOCK films build a bridge between a creative void and entertainment. The product is treated with aplomb and in a laid-back manner in authentic and moving stories. BIRKENSTOCK leaves quite a footprint in this category,” commented the ADC jury, which judged all of the entries on the basis of their originality, clarity, clout, design, and delight.

„The BIRKENSTORIES permit a glimpse at the core of BIRKENSTOCK in a touching manner. These persoanlities, BIRKENSTOCK aficionados from all over the world, indicate unsolicited, what is important for us: a special attitude towards environment, quality and sustainability. The BIRKENSTORIES emphasize our attitude to follow an unswerving course – and therefore they reflect the DNA of our company. This is exactly why the multi-award-winning portraits are of a very special value for BIRKENSTOCK“, explains Oliver Reichert, CEO BIRKENSTOCK Group.

The short films show wearers of BIRKENSTOCK sandals around the world. They are profiles of personalities whose personal attitudes are at the forefront – sometimes in a big way, sometimes in a small way. Be it a ballerina with the Royal Opera in London, the American Nobel Laureate, or the lawyer who is representing his clients in court in BIRKENSTOCK only. What all of these people have in common is a firm belief of decades standing in sandals made by BIRKENSTOCK.

The ADC Festival serves as a platform upon which Germany’s creative minds can showcase their work and is also an important source of inspiration for the advertising industry. With this festival, the Art Directors Club for Germany offers a forum for discussing and sharing thoughts on the industry’s latest trends. The Art Directors Club for Germany comprises over 700 leading lights in the field of creative communications. Club members include renowned designers, journalists, architects, scenographers, photographers, illustrators, directors, composers, producers, digital media specialists, and advertisers. The ADC sees itself as the benchmark for creative excellence and recognizes outstanding communications. 


BIRKENSTOCK is a global lifestyle brand with a heritage in iconic footwear, rooted in the creation of the BIRKENSTOCK footbed that can be traced as far as 1774. The notion of quality and function guides the brand in all its actions and across categories. The concept of all-round wellbeing is developed into footwear, sleeping systems and Natural Cosmetics, increasingly translating the lifestyle vision of the brand heritage. With more than 4,300 employees worldwide, this traditional, sixth-generation family-run business is also one of the German footwear industry’s biggest employers. BIRKENSTOCK was already using the term “footbed” in the 1910s, giving it the meaning which is commonly understood by consumers all over the world to this day – as a synonym for outstanding comfort when walking and standing. By the early 1970s, BIRKENSTOCK had become a global player. Manufactured in Germany, the sandals are now sold in more than 100 countries on all continents. BIRKENSTOCK also has a growing range of closed shoes, children’s shoes, and occupational footwear, as well as specialist products for orthopedic retailers, socks, bags, and belts. In 2017, BIRKENSTOCK added sleep systems and natural cosmetics (BIRKENSTOCK NATURAL SKIN CARE) to its portfolio of products. The company is headquartered in Neustadt (Wied). BIRKENSTOCK has 13 sites in Germany, in the states of North Rhine-Westphalia, Rhineland-Palatinate, Hesse, Bavaria, and Saxony. The long-standing family-owned enterprise also operates its own sales offices in the United States and Canada as well as in Brazil, China, Hong Kong, Japan, Denmark, Spain, the United Kingdom and Dubai.

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