Cannes Lions 2009 - Бронзовые призеры в номинации Design Lions
ASWAAQ SUPERMARKETS BRAND IDENTITY
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Large scale
Title:
ASWAAQ SUPERMARKETS BRAND IDENTITY
Advertiser/Client:
ASWAAQ
Product/Service:
ASWAAQ SUPERMARKETS
Entrant Company:
LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
Design/Advertising Agency:
LANDOR ASSOCIATES Dubai, UNITED ARAB EMIRATES
Creative Credits
Name
Company
Position
Shaun Loftman
Landor Associates
Creative Director
Benjamin Fujita-Summers
Landor Associates
Design Director - Environments
Shafiq Taher
Landor Associates
Associate Client Director
Olivier Auroy
Landor Associates
General Manager
Brief Explanation:
One of our key challenges was to conceptualise a brand that is able to offer affordability and value while maintaining high quality.
Our main objective, which also presented us with a challenge, was to have a brand that always appeals to the various cultural communities of Dubai; and will be able to foster an environment that allows for interaction and a feeling of belonging amongst these various residents, that otherwise would rarely socialise together.
Describe the brief from the client:
The client presented a challenge to us to create a brand identity that would engage the broad local and international communities of Dubai. The concept of customer friendly service and a community attitude were always high on the list of priorities.
We were asked to create a branding platform that would allow Aswaaq to communicate a fresh, daily, authentic and simple brand identity. The client wanted to promote a return to a more real and tangible customer centric experience, and the brand needed to communicate this.
Description of how you arrived at the final design:
We created a brand positioning of 'Street Market', this was used to drive and influence everything we created. The community aspect of this positioning allowed us to explore ways of capturing cultural diversity and emotional exchange.
The emphasis was on creating a bold and iconic graphic language that was user friendly and community spirited.
The 'Street Market' positioning dictated an informal tone of voice and authentic outdoor street market style photography. This look and feel was supported by a fresh and vibrant colour palette that was derived from the hues of an everyday market environment.
Indication of how successful the outcome was in the market:
The concept has been embraced by the local and expatriate communities as a fresh alternative to the conventional supermarket experience.
A particular attraction has been the actual marketplace in the fresh produce area of the store, which has created a distinct destination experience for shoppers.
Since launch the brand has created quite a buzz. As the first supermarket store to be created in and for the UAE there was much hype around the brand prior to the launch. From all of the feedback received since the launch it appears that the brand has surpassed even the client's expectations.
SIZE MATTERS
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Large scale
Title:
SIZE MATTERS
Advertiser/Client:
LUKAS LINDEMANN ROSINKSI
Product/Service:
ADVERTISING AGENCY
Entrant Company:
LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Design/Advertising Agency:
LUKAS LINDEMANN ROSINSKI Hamburg, GERMANY
Creative Credits
Name
Company
Position
Arno Lindemann
Lukas Lindemann Rosinski Gmbh
Chief Creative Director
Bernhard Lukas
Lukas Lindemann Rosinski Gmbh
Chief Creative Director
Markus Kremer
Lukas Lindemann Rosinski Gmbh
Art Director/Concept
Thomas Heyen
Lukas Lindemann Rosinski Gmbh
Copywriter
Alexander Roetterink
Designer
Jan Richter
Deli Pictures Hamburg
Editor/Visual Effects
Michael Reissinger
Deli Pictures Hamburg
Producer
Philipp Feit
Studio Funk Gmbh Hamburg
Sound Engineer
Bianca Mack
Deli Pictures Hamburg
Interactive Producer
Andreas Coutsoumbelis
Deli Pictures Hamburg
Interactive Producer
Deli Pictures Hamburg
Post Production
Studio Funk Gmbh Hamburg
Audioproduction
Grimm Gallun Holtappels
Programming
Rafael Ahamad
Deli Pictures Hamburg
Visual Effects
Brief Explanation:
Their last names in combination are pretty hard to remember в?" even for German natives. So a recognizable logo is essential. Additionaly the logo had to be a potential basis for interior design, website and office supplies. As second objective was a powerful colour concept and a strong typeface-idea.
Describe the brief from the client:
In March 2008 three managing directors of the German ad-agency Jung von Matt left and founded their own agency called: LUKAS LINDEMANN ROSINSKI. For their start-up the three founders were looking for a logo and a CI, that contains something personal from each of the three, and makes clients feel like they have a real trusting partner.
Description of how you arrived at the final design:
The designers discovered a particular point: The length of the founders names were propotional to the actual heights and were proportional to each other, (60%,100%,80%). That was the idea: Size Matters. So the designers began to put the concise sizes of the three founders on every part of the CI. Even typeface sizes fit to the concept. And because of the stamp function of the logo every colour is imaginable, with the result: the agency doesnв?Tt need a specific colour and simply takes the clientв?Ts colour в?" like a chameleon.
Indication of how successful the outcome was in the market:
After the launch of the agency in March 2008 the CI ran through dozens of blogs. The German ad-press reported about it. Within a few weeks every German advertiser and several potential clients did know the logo of Lukas Lindemann Rosinski. One of the last successes: the Art Directors Club Germany judged the CI Concept to the best in 2008 and awarded it with a silver pencil.
GLOBAL HANDWASHING DAY IDENTITY
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Large scale
Title:
GLOBAL HANDWASHING DAY IDENTITY
Advertiser/Client:
PROCTER & GAMBLE
Product/Service:
GLOBAL HANDWASHING DAY
Entrant Company:
LANDOR ASSOCIATES Cincinnati, USA
Design/Advertising Agency:
LANDOR ASSOCIATES Cincinnati, USA
Creative Credits
Name
Company
Position
Richard Westendorf
Landor
Executive Creative Director
Tammy Anthony
Landor
Global Client Director
Adam Waugh
Landor
Senior Designer
Daniel Seol
Landor
Senior Designer
Lisa Murtha
Landor
Associate Client Director
Aaron Burghard
Landor
Designer
Joe Napier
Landor
Senior Designer
Peter Roman
Landor
Senior Designer
Gerhard Koenderink
Landor
Creative Director
Jessica Grisak
Landor
Senior Client Manager
Aziz Jindani
P/G
Associate Marketing Director
Brief Explanation:
Global Handwashing Day was established by the Public-Private Partnership for Handwashing with Soap (PPPHW), an international initiative consisting of multiple organizations around the world, including Procter & Gamble. Once the fifteenth of October was established as Global Handwashing Day, the PPPHW sought to develop a unique and ownable visual identity. This identity needed to be easy to translate across multiple cultures and languages to effectively communicate its powerful, life-saving message. Through our partnership with Procter & Gambleв?Ts Safeguard brand, we were asked to develop the Global Handwashing Day identity and usage guidelines.
Describe the brief from the client:
The act of washing oneв?Ts hands with soap can dramatically reduce the incidence of diarrheal diseases and pneumonia, which together account for the majority of childrenв?Ts deaths around the world. The goal of Global Handwashing Day is to make people aware that effective prevention is simple and inexpensive. The first Global Handwashing Day in 2008 was the centerpiece of a week of activities that mobilized millions of people in more than 60 countries across five continents to encourage handwashing with soap.
Description of how you arrived at the final design:
Six of our offices around the world joined together to develop the identity, "Better Together." This is an upbeat, positive, and strong visual identity that encourages adoption of a life-saving behavior change without any text, making it appealing and easily understood by adults and children all over the world. The characters holding hands communicate that when water and hands are brought together with soap, health is the resultв?"and health is worth smiling about. We provided identity guidelines and sample applications, as well as environmental concepts for future events that could drive further awareness of this vital cause. The identity has been very well received and was successfully translated into materials for the promotion of the inaugural event.
Indication of how successful the outcome was in the market:
Nearly 80 countries participated in awareness of Global Handwashing Day for 2008, where playgrounds, classrooms, community centers, and the public spaces of towns and cities were awash with activity to drive handwashing behavior change on a scale never seen before, bringing the critical issue center stage.
EARTH HOUR - VOTE EARTH DESIGN
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Large scale
Title:
EARTH HOUR - VOTE EARTH DESIGN
Advertiser/Client:
WORLD WILDLIFE FUND FOR NATURE
Product/Service:
ENVIRONMENTAL CHARITY
Entrant Company:
LEO BURNETT SYDNEY, AUSTRALIA
Design/Advertising Agency:
LEO BURNETT SYDNEY, AUSTRALIA
Creative Credits
Name
Company
Position
Andy Dilallo
Leo Burnett Sydney
Executive Creative Director
Jay Benjamin
Leo Burnett Sydney
Executive Creative Director
Michael Canning
Leo Burnett Sydney
Copywriter
Kieran Antill
Leo Burnett Sydney
Art Director
Sam Mcgown
Leo Burnett Sydney
Account Manager
Amanda Quested
Leo Burnett Sydney
Group Account Director
Shepard Fairey
Studio One
Artist
Masataka Kawano
Designer
Katrina Wong
Leo Burnett Sydney
Planner
Patrick Fileti
Leo Burnett Sydney
Editor
Brief Explanation:
In 2009 it was time to turn a symbol the switching off the lights for Earth Hour into real action against global warming. To achieve this we targeted a meeting of world leaders in Copenhagen this December, which will determine if policies are made to take action against global warming.
We set ourselves an ambitious target - reaching 1 billion people. Our creative idea was to transform the light switch into a vote в?" and hold an election between Earth and Global Warming, with the goal of presenting the votes to world leaders as a mandate for change. A reported 1-in-7 people worldwide switched off their lights to make their voice heard as a global vote for action.
Describe the brief from the client:
In 2007 Earth Hour was responsible for 2.2 million people in Sydney switching off their lights for 1 hour. Then in 2008, 50 million people worldwide took part. In 2009, it was time to turn the symbol of switching off the lights into real action against global warming. This December, world leaders will meet in Copenhagen to determine if policies are made to take action against global warming. We targeted this meeting as a critical opportunity for people of the world to make their voice heard. But first, we needed people to believe that switching off their lights could make a real difference.
Description of how you arrived at the final design:
To launch the election, we needed an iconic propaganda style poster campaign, which felt like a movement of the people. To achieve this, we collaborated with artist Shepard Fairey, who had just created the iconic posters of Barack Obama for the US Presidential election. The VOTE EARTH posters were launched globally in various international languages. The simplicity and emotion of the design helped the idea of a global vote take hold across the world, just 3 weeks after the inauguration of Barack Obama.
Indication of how successful the outcome was in the market:
Earth Hour became the largest social movement in history:
Over 4000 cities across 88 countries took part including China, India and the Middle East for the first time. 1059 icons switched off.
18 of the G20 countries, and 38 of the C40 cities participated.
87 million online mentions with 300 per/second during the 24hr period of Earth Hour.
#1 topic on Twitter and YouTube on the day.
The campaign reached over 1 billion people.
World media generated immeasurable unpaid PR - approximately $11m in Australia alone.
A reported 1-in-7 people switched off their lights as a global vote for action.
NO HOMOPHOBIA IDENTITY
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Small scale
Title:
NO HOMOPHOBIA IDENTITY
Advertiser/Client:
ARCO-IRIS
Product/Service:
NO HOMOPHOBIA CAMPAIGN
Entrant Company:
INDUSTRIA NACIONAL & DIALOGO DESIGN Rio de Janeiro, BRAZIL
Design/Advertising Agency:
INDUSTRIA NACIONAL & DIALOGO DESIGN Rio de Janeiro, BRAZIL
Creative Credits
Name
Company
Position
Ricardo Saint-Clair
Industria Nacional/Dialogo Design
Creative Director
Bruno Bertani
Industria Nacional/Dialogo Design
Creative Director
Brief Explanation:
Create a brand campaign against homophobia to be launched at the 13th Gay Parade of Rio de Janeiro, with 800.000 people. It should impact the public opinion deeply, spreading itself all over the country and abroad, through seminars, conferences and self-activism.
Describe the brief from the client:
According to Brazilian researches, 70% of its gay population suffers some sort of discrimination. Every second day a homosexual is killed because of homophobia. Activists, NGOs, and politicians are trying to pass a law to criminalize homophobia and prejudice against sexual orientation.
Description of how you arrived at the final design:
The worldwide known rainbow flag was used to reveal boldly and instantly the violence against homosexuals. A new universal symbol created against homophobia in order to change behaviors and beliefs, engaging people despite any language barrier.
Indication of how successful the outcome was in the market:
The identity spread itself out all over the country and abroad. We had 1.400.000 visits to the website.
GOOD MOOD FABRIC
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Small scale
Title:
GOOD MOOD FABRIC
Advertiser/Client:
ATRIA
Product/Service:
ATRIA FOOD PRODUCTION & PROCESSING COMPANY
Entrant Company:
TAIVAS Helsinki, FINLAND
Design/Advertising Agency:
TAIVAS Helsinki, FINLAND
Creative Credits
Name
Company
Position
Anna-Mia Myllykangas
Taivas
AD
Peggy Bauer
Taivas
Account Supervisor
Dave Gamrasni
Taivas
Account Supervisor
Inkeri Kallio
Taivas
Project Planner
Jyrki Poutanen
Taivas
Ad
Timo Silvennoinen
Taivas
Copy
Brief Explanation:
To give Finlands largest food-producing/-processing company Atria a playful, unique and distinguishable look and feel that could be used and easily varied in business gifts, POS-material, packages, website, TV etc. The execution had to embody the company's payoff; Good food, better mood.
Describe the brief from the client:
To give Atria's autumn campaign a similar look every where. Something that would be easily recognized.
Description of how you arrived at the final design:
We created four different motives all of which have the similar joyful feeling for all customer encounters: everyday cooking, festivity, outdoor cooking/barbeque and Christmas. A visual that could be used throughout the year and not only autumn. That way it would be even more distinguishable and visible.
Indication of how successful the outcome was in the market:
The Finns born and raised among strong designs and illustrations such as MarimekkoВR and Alvar AaltoВR immediately fell in love with the Atria GoodMoodВR -illustration patterns. The
design has turned the most ordinary cooking related accessories into desirable collection items that are frequently out of stock. This is of course just the beginning. The implementation
possibilities of the GoodMoodВR -designs are limitless.
BLEEDING BILLBOARD
Type of Entry:
Corporate or Brand Identity
Category:
Posters
Title:
BLEEDING BILLBOARD
Advertiser/Client:
PAPAKURA & FRANKLIN DISTRICT COUNCIL
Product/Service:
ROAD SAFETY
Entrant Company:
COLENSO BBDO Auckland, NEW ZEALAND
Design/Advertising Agency:
COLENSO BBDO Auckland, NEW ZEALAND
Creative Credits
Name
Company
Position
Nick Worthington
Colenso Bbdo
Executive Creative Director
Nick Worthington
Colenso Bbdo
Copywriter
Emmanuel Bougneres
Colenso Bbdo
Art Director
Scott Coldham
Colenso Bbdo
Account Director
Janelle Van Wonderen
Colenso Bbdo
Account Manager
Paul Courtney
Colenso Bbdo
Agency Producer
Greg Skinner
Rollercoaster
Production Company
Steven Boniface
Photographer
Brief Explanation:
They wanted people to slow down when it rained.
We decided to use the conditions themselves together with the roadside billboards to communicate the message.
So when it rained beautiful portraits of people on billboards started to bleed.
Describe the brief from the client:
Easter is traditionally the worst time of year for road accidents in New Zealand. The reason is the holiday rush combined with the first heavy rain after summer.
The client wanted to remind people to в??drive to the conditionsв??.
Description of how you arrived at the final design:
Take the most stunning pictures of people, place them by the side of the road at the end of summer with the words, Rain changes everything, then wait for it to rain.
The posters were up for almost 3 weeks before the rains came. Then they bled.
And now, every time it rains they bleed. And when the sun shines they return to beautiful portraits.
Indication of how successful the outcome was in the market:
No one died.
Our clients ambition was to reduce the road toll over Easter. This year there were no fatalities on Papakura District Councils roads.
To achieve this, we needed to create maximum awareness of the dangers of driving in poor conditions, to generate conversation.
We made the front page of the Nz Herald & Stuff.co.nz, the two biggest online News sites in New Zealand.
It also featured in The Dominion Post, Papakura Courier & the Franklin Times.
NATURAL MEDIUM
Type of Entry:
Corporate or Brand Identity
Category:
Flyers, Tickets, Invitations & Cards
Title:
NATURAL MEDIUM
Advertiser/Client:
TATIL DESIGN
Product/Service:
CANNES 2008 WORKSHOP в??DESIGNING NATURALLYв??
Entrant Company:
TATIL DESIGN Rio de Janeiro, BRAZIL
Design/Advertising Agency:
TATIL DESIGN Rio de Janeiro, BRAZIL
Creative Credits
Name
Company
Position
Fred Gelli
TГЎtil Design
Creative Director
Claudia Niemeyer
TГЎtil Design
Designer
Ana Camargo
TГЎtil Design
Designer
Anderson Marcicano
TГЎtil Design
Production Manager
Luciana Moletta
TГЎtil Design
Producer
Bruno Senise
TГЎtil Design
Design Intern
Fabricio Menezes
TГЎtil Design
Art Finalist
Brief Explanation:
Our main challenge was to let people know about the workshop in a way that the invitation itself would demonstrate the topic that would be discussed: the possibility and necessity to design highly attractive pieces, having environmental concerns in mind.
Our main objective was to escape from the traditional, ink printed on paper invitation and find an alternative that caused zero environmental impact while maintaining high visual and sensorial impact.
Describe the brief from the client:
Invited to participate in the 55th Cannes publicity festival presenting a creative workshop entitled в??Designing Naturallyв??, our agency was challenged by the task of designing an invitation that would be aligned with the workshopв?Ts theme. The purpose of the workshop was to discuss the roll of design as a tool to transform the future, giving examples of low environmental and high sensorial impact solutions.
Description of how you arrived at the final design:
Focusing on these premises, the solution we came up with was to produce an invitation that had as its medium naturally fallen dried leaves, which were laser printed. The absence of ink allows the leaves to be borrowed and then returned to nature, after fulfilling their purpose.
This project called for the participation of our entire team: each one selected an image that they considered adequate to the theme в??Designing Naturallyв??. From animals to dancers, from hamburgers to planes, each image was printed on a leaf along with the basic information about the workshop we had to convey.
Indication of how successful the outcome was in the market:
We consider that this project was a total success. It was an idea that, for being so simple and yet so effective, managed to turn heads of people who live out of chasing big ideas like Steve Lathan, for example. To corroborate with those opinions came the invitation for the leaves to feature the cover of the October 2008в?Ts Global Innovation Report, published by a London based trend analysis and forecasting consultancy called GDR Creative Intelligence.
NEVER FORGET A FACE
Type of Entry:
Corporate or Brand Identity
Category:
Calendars
Title:
NEVER FORGET A FACE
Advertiser/Client:
BBC WILDLIFE FUND
Product/Service:
WILDLIFE FUND
Entrant Company:
THE CHASE CREATIVE CONSULTANTS Manchester, UNITED KINGDOM
Design/Advertising Agency:
THE CHASE CREATIVE CONSULTANTS Manchester, UNITED KINGDOM
Creative Credits
Name
Company
Position
Li Rui
The Chase
Designer
Ben Casey
The Chase
Creative Director
Drshna Jethwa
The Chase
Project Manager
Brief Explanation:
2009 has been declared by the United Nations as The Year of the Gorilla. However, in this year, there are as little as 720 mountain gorillas surviving in the wild.
Describe the brief from the client:
The agency were asked to raise awareness and support for The BBC Wildlife Fund by designing a fundraising calendar.
Description of how you arrived at the final design:
This calendar confronts people with the haunting statement "Never forget a face" and is supported graphically with a portrait that fades with the passing months.
The calendar is loosely bound together with an ever-lasting silicon band that perfectly correlates with each date throughout the year.
Indication of how successful the outcome was in the market:
Results are as yet unknown.
ION EGLIN SMALL PRINTED DESIGN
Type of Entry:
Corporate or Brand Identity
Category:
Stationery
Title:
ION EGLIN SMALL PRINTED DESIGN
Advertiser/Client:
ION EGLIN
Product/Service:
LAWYER
Entrant Company:
RUF LANZ Zurich, SWITZERLAND
Design/Advertising Agency:
RUF LANZ Zurich, SWITZERLAND
Creative Credits
Name
Company
Position
Markus Ruf
Ruf Lanz Werbeagentur Ag
Creative Director
Danielle Lanz
Ruf Lanz Werbeagentur Ag
Creative Director
Lorenz Clormann
Ruf Lanz Werbeagentur Ag
Art Director
Markus Ruf
Ruf Lanz Werbeagentur Ag
Copywriter
Nicole Sommermeyer
Ruf Lanz Werbeagentur Ag
Account Supervisor
Ion Eglin
Jurist Of Law
Client
Brief Explanation:
Swiss attorneys and lawyers are a very conservative professional group. The challenge was to design a corporate identity that not only preserved discretion в?" but was still very distinctive.
Describe the brief from the client:
The customer is a well-known lawyer in Zurich. The brief was to design a corporate identity that could be used on business cards, letterheads, note cards and envelopes.
Description of how you arrived at the final design:
Every day lawyers deal in depth with contracts and legal articles. Especially with the small print they involve. The idea for the design consisted of expressing this passion for the small print in a humorous way. So we used the smallest size of font that can still be read.
Indication of how successful the outcome was in the market:
The corporate identity was very well received by the lawyerв?Ts clients. For they recognised the lawyerв?Ts passion for small print, which they benefit from whenever they consult him.
SHARK, CALF AND CROCODILE
Type of Entry:
Corporate or Brand Identity
Category:
Stationery
Title:
SHARK, CALF AND CROCODILE
Advertiser/Client:
WWF
Product/Service:
ENVIRONMENTAL CHARITY
Entrant Company:
JWT SINGAPORE, SINGAPORE
Design/Advertising Agency:
JWT SINGAPORE, SINGAPORE
Creative Credits
Name
Company
Position
Ali Shabaz
JWT Singapore
Executive Creative Director
Tay Guan Hin
JWT Singapore
Regional Executive Creative Director
Pradeep D'souza
JWT Singapore
Copywriter
Christiano Choo
JWT Singapore
Art Director
Karen Muck
JWT Singapore
Creative Group Head
Brief Explanation:
The Challenges:
- Low cost
- Simple yet intriguing
- Get noticed in a cluttered environment
The Objectives:
- To create a memorable and easy to understand campaign
- To get people to start thinking about how their choices directly impact our planet and its species
- To extend the idea across different mediums
Describe the brief from the client:
The brief was to create awareness for the plight of animals that are being exploited for the sake of luxury.
Description of how you arrived at the final design:
How could we go beyond traditional advertising to spread the message about how everyday choices can make a big difference?
The answer was in the immensely popular game that almost everyone played in their childhood; noughts and crosses. An ideal way to illustrate the earth's current environmental predicament, this idea's simplicity also allowed us to explore yet another channel to pass WWF's message around. Through stationery (name cards and letterheads).
These iconic executions went beyond just creating awareness. They prompted people to act now. To make the right choice. To make the winning move.
Indication of how successful the outcome was in the market:
A simple message, communicated in a clear and intriguing way, resonated well with the public in general, whose response was gauged by a surge in web traffic at WWF Singapore's website.
ART RESTORATION
Type of Entry:
Corporate or Brand Identity
Category:
Stationery
Title:
ART RESTORATION
Advertiser/Client:
NALINI PRABHAKAR
Product/Service:
ART RESTORER
Entrant Company:
OGILVY & MATHER Mumbai, INDIA
Design/Advertising Agency:
OGILVY & MATHER Mumbai, INDIA
Creative Credits
Name
Company
Position
Piyush Pandey
Ogilvy/Mather
Executive Chairman/National Creative Director
Anup Chitnis
Ogilvy/Mather
Executive Creative Director
Abhijit Karandikar
Ogilvy/Mather
Creative Director
Abhijit Karandikar
Ogilvy/Mather
Art Director
Abhijit Karandikar
Ogilvy/Mather
Copywriter
Abhijit Karandikar
Ogilvy/Mather
Designer
Abhijit Karandikar
Ogilvy/Mather
Illustrator
Satyajeet Kadam
Ogilvy/Mather
Designer
Satyajeet Kadam
Ogilvy/Mather
Illustrator
Vipin Bariya
Ogilvy/Mather
Illustrator
Bhavin Patel
Ogilvy/Mather
Illustrator
Ramesh Dighe
Before After
Retoucher
Avadhut Hembade
Amey Digital
Photographer
Brief Explanation:
India has recently awakened to restoring heritage structures in an attempt to preserve its rich culture. The client, Nalini Prabhakar's work is not just highly specialized, but fascinating as well.
Describe the brief from the client:
The field of art restoration is a relatively new one for India. Few people are aware of its scope, which is why the client's visiting card had to be self-explanatory of her work - restoring art to its original glory.
Description of how you arrived at the final design:
The best way to talk about art restoration was to show art being restored. A demonstration of the same was the simplest and most interesting way of giving people a first experience of the work, also different art styles in India added a lot to the design.
Indication of how successful the outcome was in the market:
This unique visiting card greatly increased the clients visibility and standing as an Art Restorer. She noted a noticeable increase in inquiries from private art collectors as well as government institutions.
PAPER MYSTERIES
Type of Entry:
Corporate or Brand Identity
Category:
Books
Title:
PAPER MYSTERIES
Advertiser/Client:
SГ-DRA CELL
Product/Service:
PAPER PULP
Entrant Company:
GARBERGS REKLAMBYRГ: Stockholm, SWEDEN
Design/Advertising Agency:
GARBERGS REKLAMBYRГ: Stockholm, SWEDEN
Creative Credits
Name
Company
Position
Rebecka Osvald
Garbergs
Copywriter
Karin Ahlgren
Garbergs
Art Director
Beatrice Sztanska
Garbergs
Final Art
Cilla Beckeström
Garbergs
Account Manager
Mathias Wiesel
Garbergs
Account Director
Martin Gumpert
Garbergs
Brand Strategy
Brief Explanation:
Our long-term strategy has been to develop high-quality products that reflect the power of paper. Here we reproduced ten of the worldв?Ts most mysterious documents and bound them in a book.
Describe the brief from the client:
SГ¶dra is one of the worldв?Ts leading producers of market pulp. Our challenge was to improve SГ¶draв?Ts relationships with its customers in the paper mill segment and to reinforce its market position.
Description of how you arrived at the final design:
So the book itself would be a paper mystery it was sent anonymously, encrypted and with uncut pages. The accompanying paperknife with the Södra logo provided a key to the code.
The Södra logo is very familiar to the target group. But on the knife itself we displaced the letters in S-ö-d-r-a one letter along in the alphabet while keeping the pine tree. In this way, customers could crack the code.
The choice of paper, colours and typography were intended to resemble archive files and the reproduced documents designed to resemble the original document as closely as possible.
Each book was meticulously handmade.
Indication of how successful the outcome was in the market:
The books were highly appreciated. They resulted in many new contacts and helped Södra continue to reinforce its customer relationships as well as maintain its leading market position regardless of the business cycle.
ECO DIARY
Type of Entry:
Corporate or Brand Identity
Category:
Books
Title:
ECO DIARY
Advertiser/Client:
CELL C
Product/Service:
CELLULAR OPERATOR
Entrant Company:
NET
Describe the brief from the client:
To design a diary for 2008.
Description of how you arrived at the final design:
This is the cell C eco diary. It features a solar charger on the cover that can charge almost any cellphone. It included 312 poems on being green, and provides tips and guides on living a greener lifestyle. It was mailed to existing subscribers and staff. Who better than a Cellular company to send you a solar charger to charge your phone?
Indication of how successful the outcome was in the market:
Emails from staff and customers flooded in thanking Cell C. The idea made an impact with the media too. The book appeared on blogs like africancarbontrust.org and was featured on the national television program, Morning Live. At the 2009 Design Indaba Conference the Diary also achieved second place in the South Exhibition, an initiative that honours South African designers for ideas on sustainability.
FACES OF EVIL
Type of Entry:
Corporate or Brand Identity
Category:
Books
Title:
FACES OF EVIL
Advertiser/Client:
DAS COMITEE
Product/Service:
PUBLISHING COMPANY
Entrant Company:
DAS COMITEE Hamburg, GERMANY
Design/Advertising Agency:
DAS COMITEE Hamburg, GERMANY
Creative Credits
Name
Company
Position
Hans Weishäupl
Das Comitee
Creative Director
Janet Riedel
Das Comitee
Graphic Designer
Dirk Silz
Das Comitee
Creative Director
Helen Zeggai
Das Comitee
Brand Manager
Hans Weishäupl
Das Comitee
Photographer
Brief Explanation:
FACES OF EVIL в?" this is the theme of Hans WeishГ¤uplв?Ts book and art project, which shows the thirteen cruellest and most infamous dictators of the last century as they have never been seen before: naked, uncensored, close-up and vulnerable. The portraits were created from separate photographs of over 350 people from the countries that suffered from their dictatorial regimes.
Describe the brief from the client:
Project for our own publishing company.
Description of how you arrived at the final design:
Hitlerв?Ts portrait has been carefully constructed from photographs of 37 different people. His nose belongs to an estate agent from Berlin, his upper lip to a locksmith in Dresden. His hair is put together from the hair of an artist in Weiden and a ranger in Bamberg. The chin stems from a Hamburg restaurant owner, the eyes are those of a bank advisor in Frankfurt, the lachrymal sacks are from a precision mechanic in Bautzenв?¦Every wrinkle, eyebrow and mole has been replicated true to the original.
Indication of how successful the outcome was in the market:
2 book presentations in Frankfurt and Leipzig (Germany), 5 exhibitions in europe, more than 200 press reactions around the world, more than 1000 google entries.
HIGH 5
Type of Entry:
Corporate or Brand Identity
Category:
Publications
Title:
HIGH 5
Advertiser/Client:
ENABLIS
Product/Service:
CHARITABLE ORGANISATION
Entrant Company:
COSSETTE MontrГcal, CANADA
Design/Advertising Agency:
COSSETTE MontrГcal, CANADA
Creative Credits
Name
Company
Position
Barbara Jacques
Identica
Creative Director
Julie Brassard
Identica
Art Director/Designer
Isabelle Allard
Identica
Designer
Patrice Dancziger
Freelancer
Writer
Enablis
Enablis
Photographer
Daniel Cartier
Identica
Production Artist
Louis Dorval
Identica
Producer
Litho Acme
Transcontinental
Printer
Multi-Reliure
Multi-Reliure
Binder
Brief Explanation:
- Report the activities of Enablis to key stakeholders.
- Ensure their continued support of the organisation as partners.
- Create a highly creative piece with a limited budget.
- Show their pride at celebrating their fifth year of existence.
Describe the brief from the client:
Enablis is a Canadian-based not-for-profit success story. Through its organized and interactive global network, Enablis helps African entrepreneurs realize their projects in South and Central Africa, giving them access to a range of professional and financial resources. This year, Enablis is celebrating its 5th anniversary.
Description of how you arrived at the final design:
The annual reportв?Ts concept was based on Enablisв?T fifth anniversary, which has a direct correlation with the growing number of entrepreneurs supported by the organization. The annual reportв?Ts colour spectrum reflects the unique diversity of Africa.
В
Indication of how successful the outcome was in the market:
High 5 won two awards in 2009:
В
- Grafika Awards (Quebec, Canada): Grand Prize; category: Printing.
В
- TDC 55 (New York, U.S.A.): Certificate of Typographic Excellence; category: Annual Report.
В
Weв?Tve grown from 0 to 500 members, staff and volunteers, and from one success to another.
THE BOOK OF OREGON
Type of Entry:
Corporate or Brand Identity
Category:
Self Promotion
Title:
THE BOOK OF OREGON
Advertiser/Client:
TRAVEL OREGON
Product/Service:
SELF PROMOTION BOOK
Entrant Company:
WIEDEN+KENNEDY Portland, USA
Design/Advertising Agency:
WIEDEN+KENNEDY Portland, USA
Creative Credits
Name
Company
Position
Dan Wieden
Wieden/Kennedy
Ecd
Kelly Wright
Wieden/Kennedy
Designer
Ken Smith
Wieden/Kennedy
Account Director
Mira Kaddoura
Wieden/Kennedy
Art Director/Acd
Ginger Robinson
Wieden/Kennedy
Writer/Acd
Scrappers (justin) Morrison
N/A
Illustrator
Chris Mueller
N/A
Photographer
Brief Explanation:
Our objectives were to showcase all the work that had gone into the buildling of Brand Oregon yet in an exclusive and lasting object that would be treasured by a few key decisionmakers at the top of each organization.
Describe the brief from the client:
We were tasked with creating a piece to celebrate the extraordinary 20-year relationship between Travel Oregon and Wieden+Kennedy.
Description of how you arrived at the final design:
The solution is a very limited edition, handcrafted в??Book of Oregon,в?? which embodies the spirit of Brand Oregon and elevates the work from advertising to artefact. Part art piece, part whimsical travel guide, the book interweaves hand-illustrated maps outlining regional adventures with tales of unconventional Oregonians.
Indication of how successful the outcome was in the market:
The book has been exhibited as a piece of art at the agency and the client organization.
T-SHIRT
Type of Entry:
Corporate or Brand Identity
Category:
Self Promotion
Title:
T-SHIRT
Advertiser/Client:
ROLAND SEMPRIE
Product/Service:
PERSONAL TRAINER
Entrant Company:
GJP ADVERTISING + DESIGN Toronto, CANADA
Design/Advertising Agency:
GJP ADVERTISING + DESIGN Toronto, CANADA
Creative Credits
Name
Company
Position
Lisa Greenberg
GJP Advertising/Design
Creative Director
Trevor Schoenfeld
GJP Advertising/Design
Creative Director
Chris Duchaine
GJP Advertising/Design
Art Director/Designer
Ross Pryde
GJP Advertising/Design
Copywriter
Artik
Printer
Brief Explanation:
Design a shirt that Roland's clients would be proud to wear in the gym environment and not just stick in their drawer.
Describe the brief from the client:
Create a t-shirt design for Roland Semprie, a well-known personal trainer in Toronto, Canada
Description of how you arrived at the final design:
The solution was a t-shirt that gauges how long you have trained with Roland by the amount you sweat. This would be a motivator for Roland's clients, and also let Roland know if they were truly getting a full workout.
Indication of how successful the outcome was in the market:
The shirt was a complete success for not only Roland, but for his clients as well. They are not only using the shirt during workouts, they are also competing against each other, using the shirt as bragging rights, to see who is working out the most.
EVERY STORY HAS A BEGINNING
Type of Entry:
Corporate or Brand Identity
Category:
Self Promotion
Title:
EVERY STORY HAS A BEGINNING
Advertiser/Client:
ROLAND BERGER STRATEGY CONSULTANTS
Product/Service:
RECRUITING OF STRATEGY CONSULTANTS
Entrant Company:
GГ?RTLERBACHMANN WERBUNG Hamburg, GERMANY
Design/Advertising Agency:
GГ?RTLERBACHMANN WERBUNG Hamburg, GERMANY
Creative Credits
Name
Company
Position
Uli GГ?rtler
GГ?rtlerbachmann Werbung
Creative Director
Merle Schröder
GГ?rtlerbachmann Werbung
Art Director
Anke Gröner
Freelancer
Copywriter
Dr. Björn Bloching
Roland Berger Strategy Consultants Holding
Head Of Marketing
Sharifa Hawari
GГ?rtlerbachmann Werbung
Account Manager
Christine Klein
GГ?rtlerbachmann Werbung
Pre-Press
Brief Explanation:
Frequently highly skilled talents are target of many companies and can choose between various job offers. A convincing appearance as an employer brand was needed to recruit competent staff. Especially because Roland Berger competes with McKinsey & Company, Boston Consulting Group and Accenture.
By sending a mailing to selected high-potential graduates we wanted to enhance the chances for qualified applications and guide them to Roland Berger in order to start a dialog with these highly skilled talents.
Describe the brief from the client:
Roland Berger Strategy Consultants is the biggest consultant in Europe. They are always looking for new talents who want to start a career at their company.
Description of how you arrived at the final design:
We developed a high-quality book and slipcase to assist the recruiting. Accompanied by a personalized correspondence and contact information of the relevant contact person the graduates were animated to get in touch with Roland Berger. This intelligent, high-end approach aims to stimulate interest in a career at Roland Berger. Designed like old books, with the motto в??Every story has a beginningв??, first sentences of famous works are cited. After many first sentences, which resemble beginnings of outstanding stories, the reader is invited to start his / her own story at Roland Berger.
Indication of how successful the outcome was in the market:
Out of 1.500 produced books 850 were sent to selected graduates in 2008. A response rate of 721 was better than expected and more than double of the desired 350 contacts. Altogether Roland Berger received 640 applications with a high potential of new graduates so that they could choose from the best consultant talents. With production costs of 12,- EUR per book and average costs of 14,15 EUR per contact this recruiting tactic beat all recruiting events they have ever done before in price and efficiency with the outcome of numerous skilled contenders.
SIT SHIT ON MUSIC FESTIVALS
Type of Entry:
Corporate or Brand Identity
Category:
Self Promotion
Title:
SIT SHIT ON MUSIC FESTIVALS
Advertiser/Client:
RADIO STATION STUDIO BRUSSELS
Product/Service:
RADIO STATION
Entrant Company:
MORTIERBRIGADE Brussels, BELGIUM
Design/Advertising Agency:
MORTIERBRIGADE Brussels, BELGIUM
Creative Credits
Name
Company
Position
Jens Mortier/Joost Berends/Philippe Deceuster
Mortierbrigade
Creative Directors
Stephanie Zimmermann
Mortierbrigade
Head Of Strategy
Patricia Vandekerckhove
Mortierbrigade
Producer
Tim/Joeri
Mortierbrigade
Creatives
Brief Explanation:
Being a small player the challenge was to reach our target audience amongst big spenders like Coca-Cola, Vodafone and Toyota. Second, we learned from research too much sponsoring on festivals quickly annoys people. They feel aggressed at a moment they come to for pleasure. As we knew that people go to festivals to see concerts and not to be harassed our objective was to be present in a more relevant way than just with a sponsor flag and some leaflets.
Describe the brief from the client:
Radio station Studio Brussels is a rather small music channel in Belgium. Every summer they are present at all the major music festivals. More than being one of the many sponsors we needed to claim the moment but with a modest budget.
Description of how you arrived at the final design:
We created something that shows Studio Brussels understands the festival-spirit and really cares about its audience. What is this festival spirit? Watching a concert, having a beer, waiting until the next one starts and having a beer. The idea of creating a cushion was born. People could sit on something cosier when waiting the next concert or just by having a beer.
Regarding the design, as most of the festivals take place on a field, we created a cushion, which looked exactly like a cowВ№s droppings. De Zitvlaai (The Sitshit). More than a useful item, a relevant design.
Indication of how successful the outcome was in the market:
It was a gigantic hit. For each festival Studio Brussels supplied a couple of thousand cushions, which were all sold out in minutes. People lined up in long queues so they could get their own copy. Next to a lot of free press, people were very enthusiastic about the cushion and they left great comments on the Studio Brussel website. An important indication of success results in the fact that De Zitvlaai was admitted in an exhibition of the Belgium Design Museum. And it features already in the book в?? design with a smileв??.
IKEA SALE
Type of Entry:
Corporate or Brand Identity
Category:
Point of Sale
Title:
IKEA SALE
Advertiser/Client:
IKEA MALAYSIA
Product/Service:
IKEA
Entrant Company:
LOWE & PARTNERS KUALA LUMPUR, MALAYSIA
Design/Advertising Agency:
LOWE & PARTNERS KUALA LUMPUR, MALAYSIA
Creative Credits
Name
Company
Position
Ng Heok Seong
Lowe/Partners
Executive Creative Director
Khor Kok Yang
Lowe/Partners
Art Director
Joseph Lee
Lowe/Partners
Art Director
Mohan Prabhakar
Lowe/Partners
Copywriter
Lim Ken Peng
Lowe/Partners
Designer
Eddie Lee
Lowe/Partners
Production Manager
Ong Bee Lin
Lowe/Partners
General Manager
Nicole Wong
Lowe/Partners
Account Manager
Hoch
Studio Pashe
Photographer
Brief Explanation:
In a market where customers are inundated by offers and various promotions, the challenge was to find a fresh way to convey the same message of lower prices.
Describe the brief from the client:
The client briefed the agency to find an impactful way to communicate their price reductions during the IKEA sale.
Description of how you arrived at the final design:
The inspiration for the final design came from IKEA's own kitchen products, which peel, grate and pare food items. We combined the function of those items with the price tags to highlight the progressively lower prices IKEA was offering customers.
Indication of how successful the outcome was in the market:
The ambient pieces created considerable buzz about the great bargains going during the sale period and helped generate sizable store traffic.
BARBECUE
Type of Entry:
Corporate or Brand Identity
Category:
Point of Sale
Title:
BARBECUE
Advertiser/Client:
VISION ART
Product/Service:
3M POST-IT STICKY NOTES
Entrant Company:
PUBLICIS COMMUNICATIONS MALAYSIA Petaling Jaya, MALAYSIA
Design/Advertising Agency:
PUBLICIS COMMUNICATIONS MALAYSIA Petaling Jaya, MALAYSIA
Creative Credits
Name
Company
Position
Calvin Soh
Publicis Communications Malaysia
Chief Creative Officer
Andy Soong
Publicis Communications Malaysia
Executive Creative Director
Teh Le Vin
Publicis Communications Malaysia
Copywriter
Calvin Soh
Publicis Communications Malaysia
Copywriter
Hong Xiao Yeen
Publicis Communications Malaysia
Art Director
Chong Khong Lum
Publicis Communications Malaysia
Art Director
Lee Kwee Keak
Publicis Communications Malaysia
Art Director
Andy Soong
Publicis Communications Malaysia
Copywriter
Norman Tang
Ifl Studio
Photographer
Norman Tang
Ifl Studio
Art Director
Brief Explanation:
Challenges: Clientв?Ts tight advertising budget and finding a benefit that would be relevant to the Clientв?Ts primary customers (art students).
Key objectives: Drive awareness and sales of 3M Post-it note.
Describe the brief from the client:
Create an in-store ad for 3M Post-it note that doesnв?Tt look like an ad, to appeal to customers that primarily come from art colleges nearby the Clientв?Ts retail outlets.
Description of how you arrived at the final design:
Without a list to help you remember important tasks/things, youв?Tll lose focus and everything in your head is messed up. To demonstrate this, we created 3 posters out of items that represent things you have to do, bring or buy. These were randomly mixed and piled together, which resulted in a graphic visual of the state of your mind. в??Organise your headв?? on a 3M Post-it highlights the solution to this chaos. This creative execution created ads that look more like art posters. Plus, the highlighted benefit relates well with students who always have a lot in their heads.
Indication of how successful the outcome was in the market:
Out of the 15 stores where these posters were put up, 9 stores sold their 4-month 3M Post-it stock in 18 days. The other 6 stores sold their 4-month stock in 35 days.
Several customers requested a copy of the poster as an art collectible.
ALL AGAINST EACH OTHER
Type of Entry:
Corporate or Brand Identity
Category:
Broadcast Design & Graphics
Title:
ALL AGAINST EACH OTHER
Advertiser/Client:
AMNESTY INTERNATIONAL
Product/Service:
HUMAN RIGHTS ORGANISATION
Entrant Company:
LEO BURNETT LISBOA, PORTUGAL
Design/Advertising Agency:
LEO BURNETT LISBOA, PORTUGAL
Creative Credits
Name
Company
Position
Chacho Puebla
Leo Burnett Lisboa
Creative Director
Chacho Puebla
Leo Burnett Lisboa
Copywriter
Fernando Bellotti
Leo Burnett Lisboa
Copywriter
Bruno Ribeiro
Leo Burnett Lisboa
Copywriter
Ricardo Toledo
Leo Burnett Lisboa
Art Director
Cristina Almeida
Leo Burnett Lisboa
Production Director
Hugo Lage
Leo Burnett Lisboa
Av Producer
Mateus De Paula Santos
Lobo/AnimatГ?rio
Director
Loic Dubois
Lobo/AnimatГ?rio
Producer
Alberto Lopes
Lobo/AnimatГ?rio
Executive Producer
Paulo Beto
Lobo/AnimatГ?rio
Sound Design
Lobo/AnimatГ?rio
Lobo/AnimatГ?rio
Animation
Tura
Leo Burnett Lisboa
Creative Advisor
Miguel SimГчes
Leo Burnett Lisboa
Account Director
Brief Explanation:
In this kind of campaign, the biggest obstacle is always indifference. People are mostly aware of the conflicts in our world, but most of them do nothing.
Describe the brief from the client:
The objective was clear and simple. Telling everyone that Amnesty is an identity that fights for human rights. Everyone's human rights. Not just a few. Everyone's. It doesn't matter sides or groups of a fight. What really matters is making sure the human rights are respected.
Description of how you arrived at the final design:
We've created an illustrated image where we can see all the conflicts that have taken place on the planet. The images all together show in detail every region in the world and its conflicts, present and past.
Indication of how successful the outcome was in the market:
The TV spot was broadcast on major Portuguese media and online. By the first week the video had more than 30,000 hits on YouTube. People realized the truth of this message and Amnesty International received more contacts than ever.
SEE FURTHER
Type of Entry:
Corporate or Brand Identity
Category:
Digital Design
Title:
SEE FURTHER
Advertiser/Client:
FIAT
Product/Service:
STILO BLACKMOTION CAR
Entrant Company:
AGГ?NCIACLICK SГ?o Paulo, BRAZIL
Design/Advertising Agency:
AGГ?NCIACLICK SГ?o Paulo, BRAZIL
Creative Credits
Name
Company
Position
Raphael Vasconcellos
AgГЄnciaclick
Executive Creative Director
Juliana Constantino
AgГЄnciaclick
Creative Director
Mateus Braga
AgГЄnciaclick
Creative Director
Brief Explanation:
To spread the word about design.
Describe the brief from the client:
A special series of a car.
Description of how you arrived at the final design:
Inspired by the car color.
Indication of how successful the outcome was in the market:
Wow factor.
ARJUNA THE ARCHER
Type of Entry:
Corporate or Brand Identity
Category:
Digital Design
Title:
ARJUNA THE ARCHER
Advertiser/Client:
SULEKHA.COM
Product/Service:
YELLOW PAGES ONLINE DIRECTORY
Entrant Company:
JWT INDIA Mumbai, INDIA
Design/Advertising Agency:
JWT INDIA Mumbai, INDIA
Creative Credits
Name
Company
Position
Senthil Kumar
Jwt
Executive Creative Director
Senthil Kumar
Jwt
Designer/Copywriter
Suresh Eriyat
Famous House Of Animation
Designer/Art Director
Jeff Emmanuel
Jwt
Digital Art Director
Arjun Nalapat
Jwt
Digital Writer
Sharath Shankar
Famous House Of Animation
Producer
Arun K
Jwt
Web Architect
Original Artists Village
Orissa Handicrafts
Illustrators
Brief Explanation:
Most Indian consumers are wary of e-commerce and online transactions.
Many consider the internet only for email, news and social networking.
Less than 6% of Indian credit card users indulge in online shopping.
The biggest objective therefore was to simplify online Yellow Pages for the Indian consumer and encourage online transactions via Sulekha.com
Describe the brief from the client:
To simplify online Yellow Pages for the Indian consumer and demonstrate the ease of online transactions. To encourage consumers to switch from the usual paperback Yellow Pages to Sulekha.com online Yellow Pages and classifieds.
Description of how you arrived at the final design:
We started by marrying the mythological arrow with the technological cursor and brought Arjuna The Archer back to life in the online age.
The design of the character and the space revived the art form of Patta Chitra Katha, featuring ancient illustrations hand printed on sun dried patta leaves. The illustrative process involved mixing tamarind seed paste with rice powder, applied on patta leaves to create the canvas. Next animal hair brushes were dipped in vegetable colours to imprint each image. 4320 Patta Chitras were hand crafted and transformed into the digital space using flash applications for the site.
Indication of how successful the outcome was in the market:
A microsite with a macro cause: designed to demonstrate online yellow pages and revive the Lost Art of Patta Chitra Katha.
The site became the online identity of Sulekha.com as it was used as the home page lead in, engaging over 5 million online Indians since launch, featuring free downloads of videos, screensavers, wallpapers, ringtones and the collective online Pattu Chitra Katha Reservoir on Sulekha.com.
A digital design initiative that bridges Mythology with Technology to save a priceless art form and revive it for future generations through the online medium, while drawing millions of online Indians to transact via Sulekha.com.
THAT'S NOT COOL
Type of Entry:
Corporate or Brand Identity
Category:
Digital Design
Title:
THAT'S NOT COOL
Advertiser/Client:
AD COUNCIL
Product/Service:
AD COUNCIL
Entrant Company:
R/GA New York, USA
Design/Advertising Agency:
R/GA New York, USA
Creative Credits
Name
Company
Position
Nick Law
R/GA
Chief Creative Officer/North America
Taras Wayner
R/GA
Executive Creative Director Copywriting
Jim Therkalsen
R/GA
Associate Creative Director/Copywriting
Erin Noonan
R/GA
Account Director
Eric Deichl
R/GA
Visual Designer
David Brown
R/GA
Visual Designer
Sean Farrell
R/GA
Producer
David Trumpf
R/GA
Senior Visual Designer
Marc Shillum
R/GA
Director Of Brand Design
Chloe Gottlieb
R/GA
Executive Creative Director/Interaction Design
Jean Paul Tremblay
R/GA
Senior Interaction Designer
Rob Khristov
R/GA
Line Producer
Nicolas Karlson
R/GA
Line Producer
Mike Roufa
R/GA
Senior Software Engineer
Nick Katsivelos
R/GA
Technical Director
Brad Oв?Tbrien
R/GA
Print Producer
Rawle Curtis
R/GA
Senior Digital Advertising Lead
Ben Przespolewski
R/GA
Creative Director/Digital Advertising
Michael Lowenstern
R/GA
Group Director/Digital Advertising
Brooke-Lynn Luat
R/GA
Senior Planner
Brief Explanation:
The main challenge was the target audience. Teens, aged 13-17, are cynical. Theyв?Tve seen hundreds of ads and dozens of PSA websites. Itв?Ts difficult to capture their attention and earn their trust. Especially about such a sensitive topic. Our objective was to design a visual language that made teens comfortable, but also could come from a place of authority when necessary.
Describe the brief from the client:
The Ad Council asked us to help curb teen dating violence. When we started talking to kids, we found that teen dating has gone digital, and abuse has followed. This problem consists of pressuring for nude pictures, and violation of social networking accounts, and controlling IMing or texting. With no laws and no defined boundaries, there was nowhere for teens to turn. We had stumbled on a huge problem that no one was addressing.
Description of how you arrived at the final design:
The product had to feel approachable. We went with a hand-crafted, yet polished design. Because we planned for user-generated content, we wanted each element to look like a teen might've constructed it. Minding our strategy to avoid preaching, this had to feel more like a site built to entertain and start conversations. We created в??thatв?Ts not coolв?? as a brand kids could use as a platform for discussion. The speech bubble, familiar symbol, was used as a device kids could forward to peers to talk about difficult topics. This language was executed across a website, interactive videos, TV, and mobile.
Indication of how successful the outcome was in the market:
Between January 5th and April 8th, 2009 website visits exceeded 310,000, averaging more than 103K visitors/month.
Articles in The New York Times, Chicago Tribune, and coverage on The Today Show ensured that the campaign generated significant interest from the target. Videos generated over 200,000 views, and about 34,000 visitors viewed the forum topics. Visitors sent over 28,000 call-out cards. The mobile site averages 800 visits daily.
Every kid who comments, watches a video, sends a call-out, or reaches out for help is a successful business outcome. The influence of this campaign is measured in classrooms and homes across America.
SONY @ IFA 2008
Type of Entry:
Environmental Design
Category:
Environmental Design: Semi-Permanent
Title:
SONY @ IFA 2008
Advertiser/Client:
SONY EUROPE
Product/Service:
SONY ELECTRONICS & ENTERTAINMENT
Entrant Company:
FREESTATE London, UNITED KINGDOM
Design/Advertising Agency:
FREESTATE London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Adam Scott
Freestate
Chief Creative Director
Charlotte Boyens
Freestate
Creative Director
Ben Johnson
Freestate
Client Director
Jeremy Hutchison
Freestate
Associate Creative Director/Content
Morris Lyda
Freestate
Producer
Kathrin Jacobsen
Freestate /Kathrin Jacobsen
Head Of Graphics
Gitta Gschwendtner
Gitta Gschwendtner
Exhibition Designer
Brief Explanation:
Sony is an amalgam of the biggest names and entities in consumer electronics and entertainment. Individual product groups and operating companies are sector dominant, with their own significant brands and identities. Rarely are they в??made realв?T as a single, unified entity; rarely do they attempt to lead with an overarching brand expression.
The concept needed to be strong and striking and work equally for a combined trade and consumer audience of over 200,000 people. It needed to be functional and inspirational.
It needed to be a place to connect with the Sony brand.
Describe the brief from the client:
IFA: the worldв?Ts largest consumer electronics trade fair. Berlin, August 2008.
Sony required an exhibition and event that:
- Helped unite their myriad of products, technologies and content around a single idea, that together they represent the future of digital entertainment.
- Inspired and excited visitors to help redefine how people engaged with the brand.
Description of how you arrived at the final design:
We flipped the traditional exhibition format, replacing an emotionless grid with a place of wonder, encouraging people to play and explore. It was a warm, human and inspiring place, transformed by Sony product, content and technologies; an expression of the brand.
The White Wood dwarfed an exhibition hall in a forest of immaculate white trees. With colossal mirrors flanking opposing walls, a glance through the wood became an endless visual echo. Space blended with reflection, products blended with content, the public blended with flash mobs. The effect was a united offering for the brand: digital entertainment; where fiction and reality blurs.
Indication of how successful the outcome was in the market:
Sonyв?Ts sales targets significantly exceeded.
Average time on the Sony booth в?" 24 minutes.
The stand was 3x as popular as its nearest competitor.
41% voted Sony as the best exhibitor.
REVERSE GRAFFITI PROJECT
Type of Entry:
Environmental Design
Category:
Environmental Design: Semi-Permanent
Title:
REVERSE GRAFFITI PROJECT
Advertiser/Client:
THE CLOROX COMPANY
Product/Service:
CLOROX BLEACH
Entrant Company:
DDB WEST San Francisco, USA
Design/Advertising Agency:
DDB WEST San Francisco, USA
Creative Credits
Name
Company
Position
Lisa Bennett
DDB West
Chief Creative Officer
Frank Brooks
DDB West
Director Of Production
Natalie Chambers
DDB West
Art Director
Dustin Smith
DDB West
Creative Director
Paul "moose" Curtis
Artist
Mia Lischer
DDB West
Producer
Jessica Buttimer
The Clorox Company
VP Of Marketing
Stacey Grier
DDB West
Chief Strategic Officer
Debra Berman
DDB West
Planning Director
Michelle Ehlinger
DDB West
Account Director
Jon Lancaric
Copywriter
Brief Explanation:
With a budget of only $55,000 USD we would need to find a way to overcome the scepticism and speak to both targets. We would have to prove that a green cleaner actually worked. Our objective was to get key influencers to start talking in a positive way about this new cleaning product. So, we set out to find a high-traffic location in San Francisco during Earth Month and with the help of Green Works, show how beautiful green cleaning could be.
Describe the brief from the client:
Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, 99% plant-based cleaner called Green Works. We needed to demonstrate in a big, memorable way to as many people as possible that contrary to popular perception, an environmentally-friendly cleaning product could be as powerful as a traditional cleaning product.
Description of how you arrived at the final design:
We commissioned an artist that specialized in an environmentally friendly form of graffiti called "clean tagging". Known as the reverse graffiti pioneer, Paul в??Mooseв?? Curtis cleaned away dirt to create art. We found Moose the perfect canvas -- a 140-foot long wall at the entrance to San Francisco's Broadway Tunnel. Moose and the team worked throughout the night cutting dozens of stencils from reclaimed wood of plant life indigenous to Northern California. With the help of Green Works, years worth of dirt and pollution were washed away to create a beautiful installation that was directly linked to the product.
Indication of how successful the outcome was in the market:
Images of the mural were posted on over 230 blogs around the world including inhabitat and tree hugger. A film about the event became YouTubeв?Ts #1 Featured Video and received over 500,000 views in one week. With $55,000 and one wall we received media value of $2.1 million resulting in 7.5 million media impressions. We turned negative conversations into influential ones driving negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily.
LG FIVE
Type of Entry:
Environmental Design
Category:
Environmental Design: Semi-Permanent
Title:
LG FIVE
Advertiser/Client:
H.Y. GROUP
Product/Service:
LG SCREENS
Entrant Company:
SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Design/Advertising Agency:
SHIMONI FINKELSTEIN DRAFTFCB Tel Aviv, ISRAEL
Creative Credits
Name
Company
Position
Kobi Barki
Shimoni Finkelstein Draftfcb
Executive Creative Director
Liat Tzur
Shimoni Finkelstein Draftfcb
Creative Director
Dafna Orner
Shimoni Finkelstein Draftfcb
Art Director
Maayan Karniel
Shimoni Finkelstein Draftfcb
Copywriter
Oshik Rushinek
Shimoni Finkelstein Draftfcb
Executive Account Manager
Meytal Swisa
Shimoni Finkelstein Draftfcb
Account Supervisor
Tali Bendaat
Shimoni Finkelstein Draftfcb
Account Manager
Roy Kisch
Shimoni Finkelstein Draftfcb
Interactive Manager
Shimi Kuperly
Shimoni Finkelstein Draftfcb
Flash Designer
Emanuel Raz
Shimoni Finkelstein Draftfcb
Production
Boaz Meiri
Production
Maya Dvash
Curator
Ami Drach/Dov Ganchrow/Yossi Karni/Daniel Rosenthal/Sam Lifshitch/Doron Oryan/Er
Designers
Brief Explanation:
1. To find an original and stimulating way for people to engage with the LG product (screens), the product experience (a digital experience) and most importantly, the brand, by integrating the product into the format of a в??popularв?T culture exhibition.
2. To position LG as a brand leader with something meaningful to contribute to popular culture.
3. To find an exhibition space that would complement our main idea - the virtual vs. real debate.
Describe the brief from the client:
Having achieved number one position in terms of sales and share, the LG Screens division was looking for a way to demonstrate brand leadership.
Description of how you arrived at the final design:
We asked five leading product-design groups to go outside their comfort zones. Instead of asking them to design a product, we gave them the LG screen as raw material and challenged them to create an experience around it.
The idea was to provoke the general public to re-think their relationship with screens and the way that they blur the boundaries between the в??virtualв?T and the в??realв?T.
The result was "LG Five" a free exhibition featuring five diverse installations in five ancient spaces, aimed at provoking the general public to re-think their relationship with digital screens, and в??virtualв?T and в??realв?T experiences.
Indication of how successful the outcome was in the market:
в?ў Our viral e mail campaign drove people to register at the LG Five mini-site, resulting in the 3-day exhibition selling out in advance with over 8,000 visitors.
в?ў Our 'virtual vs. real' critique generated substantial PR coverage in press, magazines and national TV reaching an audience of 1.5 million.
в?ў The buzz caused major galleries to ask to stage the exhibition, further increasing its exposure.
в?ў Placing the LG brand within the world of pop-culture gave the brand a new level of substance, interest-value, and enriched imagery.
Post-campaign research showed the LG 5 Event had succeeded in causing a favorable shift in brand image and product perceptions:
There was a significant improvement in the perception of the quality of LG screens (4.24 out of 5) and its design.
NETWORK MANAGING BRAND TO A SERVICES BRAND
Type of Entry:
Environmental Design
Category:
Environmental Design: Permanent
Title:
NETWORK MANAGING BRAND TO A SERVICES BRAND
Advertiser/Client:
AEROPORTS DE PARIS
Product/Service:
PARISIAN AIRPORT
Entrant Company:
W&CIE Paris, FRANCE
Design/Advertising Agency:
W&CIE Paris, FRANCE
Creative Credits
Name
Company
Position
Gilles Deleris
W/Cie
Artistic/Creation Director
Gregoire Gilles
W/Cie
Creative
Brief Explanation:
Make the new corporate identity and the brand territory the illustration of the brandв?Ts new ambition.
Describe the brief from the client:
Faced with a very competitive European airport network, AГcroports de Paris has changed its status as an institution managing technical flight low data to that of a company with a commercial aim, to be 100% customer focused.
Description of how you arrived at the final design:
This change of global identity is the first step and the catalyst for radical development:
> A positive impact on passengersв?T perception
> A new commercial ambition that attracts a lot of commercial brands
> Identify its services with a specific colour code
> Welcome attitude and French lifestyle (Art de vivre)
Indication of how successful the outcome was in the market:
> A positive impact on passengersв?T perception
> A new commercial ambition that attracts a lot of commercial brands
ST.PAULI CHAPEL
Type of Entry:
Environmental Design
Category:
Environmental Design: Permanent
Title:
ST.PAULI CHAPEL
Advertiser/Client:
FC ST.PAULI SOCCER CLUB
Product/Service:
FC ST.PAULI SOCCER CLUB
Entrant Company:
JUNG von MATT Hamburg, GERMANY
Design/Advertising Agency:
JUNG von MATT Hamburg, GERMANY
Creative Credits
Name
Company
Position
Deneke Von Weltzien
Jung Von Matt Ag
Chief Creative Officer
Götz Ulmer
Jung Von Matt Ag
Creative Director
Frank Hose
Jung Von Matt Ag
Art Director
Laura MГ?ller-Rossbach
Jung Von Matt Ag
Copywriter
Clemens Sehi
Jung Von Matt Ag
Copywriter
Christian Hupertz
Jung Von Matt Ag
Account Supervisor
RenГc Requardt
Jung Von Matt Ag
Account Manager
Matthias Bauer
Jung Von Matt Ag
Graphics
Stefan Mildner
Jung Von Matt Ag
Graphics
Lilia Mezler
Jung Von Matt Ag
Graphics
Frank Hose
Jung Von Matt Ag
Illustrator
Andriy Vynogradov
Jung Von Matt Ag
Illustrator
Ole Grönwoldt
Ole Grönwoldt/Artworks Altona
Interior Designer
Effectiv Team Sets
Effectiv Team Sets
Set Production
Ole Grönwoldt
Ole Grönwoldt C/O Hansastrasse
Design
Brief Explanation:
Create a box that reflects the special spirit of the FC St.Pauli.
Describe the brief from the client:
Create a box that reflects the special spirit of the FC St.Pauli.
Description of how you arrived at the final design:
We didnВ?t just build a box, we built a church.
In the midst of angel statues, icons of legendary St. Pauli kickers are illustrated authentic. The box gleams as a sacred chapel. Under a ceiling fresco relics soar above the altar remind of great moments and heros are also pictured in the gothic stained-glass windows.
Indication of how successful the outcome was in the market:
The chapel became talk of soccerloving Germany. It still polarizes and inspires. Even couples want to marry there. And since the construction of the chapel the team hasnв?Tt lost a single game.
NEWSPAPER TO NEW PAPER PROJECT
Type of Entry:
Packaging Design
Category:
Foods
Title:
NEWSPAPER TO NEW PAPER PROJECT
Advertiser/Client:
ICHIDA GARDEN
Product/Service:
FRUIT AND VEGATABLES
Entrant Company:
DENTSU Tokyo, JAPAN
Design/Advertising Agency:
DENTSU Tokyo, JAPAN
Creative Credits
Name
Company
Position
Takanori Yasukochi
Dentsu
Creative Director
Haruko Tsutsui
Dentsu
Copywriter
Yoshihiro Yagi
Dentsu
Art Director
Katachi
Katachi
Production Company
Yo Kimura
Katachi
Designer
Nao Morimi
Ichida Garden
Silk Screen Print
Kosaku Miyata
Dentsu
Account Executive
Chie Ichida
Ichida Garden
Advertiser's Supervisor
Brief Explanation:
We focused on old newspaper used to wrap vegetables with. Newspaper was used for good reasons -- for its moisture retention quality, which helps keep vegetables fresh longer, and for its reuse value.
Describe the brief from the client:
Design a package for a street vendor that sells farm-grown vegetables and fruits. The brief required something original, easy-to-use and low cost.
Description of how you arrived at the final design:
Under the в??Newspaper-->New Paperв?? project, we utilized what was already there в?" the newspapers в?" and added an element of design that would be playful and make people smile; both those selling the vegetables and those buying them.
By reusing old papers that would be thrown away, the project was friendly to the environment as well as to the budget.
By simply adding dots or stripes to the old paper, we came up with a totally new package design.
Indication of how successful the outcome was in the market:
Sales grew by 20%, as did the number of customers. There was more interaction with customers. Because they liked the design, people didnв?Tt just throw away our New Paper but re-used it for something else.
News of the low-cost, original design wrapping paper spread virally to other stores that used newspaper for wrapping. The New Paper project was not just a new design for wrapping paper but a pointer to a new and better lifestyle for us all.
HONEYTUBE
Type of Entry:
Packaging Design
Category:
Foods
Title:
HONEYTUBE
Advertiser/Client:
ANTHONY`S GARAGE WINERY
Product/Service:
FOOD
Entrant Company:
KOLLE REBBE Hamburg, GERMANY
Design/Advertising Agency:
KOLLE REBBE Hamburg, GERMANY
Creative Credits
Name
Company
Position
Stefan Kolle
Kolle Rebbe
Executive Creative Director
Katrin Oeding
Kolle Rebbe/Korefe
Creative Director
Reginald Wagner
Kolle Rebbe/Korefe
Art Director
Katharina Trumbach
Kolle Rebbe/Korefe
Copywriter
Jan Simmerl
Kolle Rebbe/Korefe
Designer/Graphic Designer
Jan Simmerl
Kolle Rebbe/Korefe
Illustrator
Santa Gustina
Kolle Rebbe/Korefe
Illustration
Madelen Gwosdz
Kolle Rebbe/Korefe
Idea
Carolin Meyer
Kolle Rebbe
Account Supervisor
Kristina Wulf
Kolle Rebbe
Account Supervisor
Produktionsbuero Romey Von Malottky
Production Office
Brief Explanation:
Since winemaker Anthony Hammond produces his delicatessen foods in a former tractor repair shop, all of the products from his label have to have an industrial look and feel.
Describe the brief from the client:
The Mini Garage Winery needed innovative packaging to fit the companyв?Ts в??Garageв?? concept for its delicatessen honey flavoured with lemon, cinnamon and chocolate.
Description of how you arrived at the final design:
To match the industrial look and feel of the brand the honey comes in packaging similar to that found in garages; in this case, in tubes. Obviously, all in high quality designs with different illustrations for each type of honey.
The illustrative idea behind the design is to let consumers peek в??behind the scenesв?? inside the tubes. In the style of comic book set in a factory, the image on the packaging shows bees working on the nectar and its special ingredients.
Indication of how successful the outcome was in the market:
Launched in December 2008, shortly before Christmas, the first shops to receive the honey were sold out within 5 days. Both the national and regional press (Welt), design magazines (page) and design blogs covered the design. On top of that, there were plenty of queries for book production.
MR SINGH'S BANGRAS
Type of Entry:
Packaging Design
Category:
Foods
Title:
MR SINGH'S BANGRAS
Advertiser/Client:
MR SINGH'S BANGRAS
Product/Service:
SAUSAGES
Entrant Company:
THE PARTNERS London, UNITED KINGDOM
Design/Advertising Agency:
THE PARTNERS London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Miranda Bolter
The Partners
Designer
Paul Currah
The Partners
Designer
Nick Eagleton
The Partners
Creative Director
Greg Quinton
The Partners
Creative Partners
Donna Hemley
The Partners
Project Manager
Ben Monk
Photographer
Sarah Stott
Food Stylist
Brief Explanation:
Create a unique and memorable brand that will make Mr Singhв?Ts Bangras stand out from all the other gourmet sausages on the market.
Describe the brief from the client:
The challenge for Mr Singhв?Ts Bangras was to find an unforgettable way of packaging gourmet Indian sausages.
Description of how you arrived at the final design:
The solution created the worldв?Ts first branded sausages.
Instead of creating packaging, each sausage has a unique henna print in edible ink. Every Bangra is packaged in its own skin.
A simple protective sleeve and tray holds the sausages together and shows off the product. Whether the sausages are seen on a barbecue, deli counter or beneath the sleeve of the pack, Mr Singhв?Ts Bangras will always stand out as the original Indian sausage.
Indication of how successful the outcome was in the market:
Unknown at this point. They have only just been launched onto the market.
SILVER HILLS BAKERY PACKAGING
Type of Entry:
Packaging Design
Category:
Foods
Title:
SILVER HILLS BAKERY PACKAGING
Advertiser/Client:
SILVER HILLS BAKERY
Product/Service:
BAKERY
Entrant Company:
DDB CANADA/VANCOUVER, CANADA
Design/Advertising Agency:
DDB CANADA/VANCOUVER, CANADA
Creative Credits
Name
Company
Position
James Bateman
Ddb Canada/Karacters Vancouver
Creative Director
Dan O'leary
Ddb Canada/Karacters Vancouver
Senior Designer
Jennifer Pratt
Ddb Canada/Karacters Vancouver
Designer
Jeff Galbraith
Ddb Canada/Vancouver
Copywriter
Heather Tryon
Ddb Canada/Karacters Vancouver
Senior Project Manager
Megan Mccord
Ddb Canada/Karacters Vancouver
Account Director
Hugh Ruthven
Ddb Canada/Karacters Vancouver
Brand Planner
Trish Beck
Ddb Canada/Karacters Vancouver
Producer
Robert Hanson
Illustrator
Clinton Hussey
Photographer
Brief Explanation:
For years, the company owned the sprouted whole grain bread market and, being one of the few players, had built a reputation for its product alone. With increased competition in this previously niche area, the bakery lost its differentiation. Consumer research also showed that the bakeryв?Ts в??Squirrellyв?? bread variety had higher brand recall than the Silver Hills parent brand.
Key objectives:
- Break through the generic product category littered with wheat sheaf cues and в??me tooв?? health claims
- Engage with the consumer, make them smile and remember the product
- Build off the success of the в??Squirrellyв?? name and expand this convention to the other eight products.
Describe the brief from the client:
Silver Hills Bakery wanted to increase sales of its sprouted whole grain breads. Seeking to raise its profile in the bread aisle and expand its market penetration, the company sought a package that would appeal to a broader audience but not exclude or confuse their existing health-food customers. An authentic and humble company, Silver Hills wanted a package that expressed who the company is, what it stands for, how its product is different and why consumers should buy it.
Description of how you arrived at the final design:
Building off of the companyв?Ts foundation as a provider of simple, healthy products, the brand strategy focused on the idea that Silver Hills makes bread в??the way it should beв?? в?" simple, honest and wholesome.
Consumersв?T affinity for the companyв?Ts в??Squirrellyв?? bread inspired the development of a series of eclectic names for each of Silver Hillsв?T eight other products. These names inspired personalities for each of the products, depicted through everyday whimsical illustrations purposely incorporating the product through a clear window. The witty tone of the copy builds the brand character. To further break through the product category, floods of bold, matte ink colours were used on biodegradable bags.
Indication of how successful the outcome was in the market:
Retailers are enthused about the new look and recognize that the change is revolutionary in the category. Consumer feedback has been very positive and the new packaging has been featured in many trade publications including Strategy Magazine, The Globe and Mail, Packaging Digest and Canadian Packaging. Although only in market for two weeks at the time of entry, Silver Hills has already seen a slight rise in sales.
STAG BEETLE, DRAGON FLY & FIRE SALAMANDER
Type of Entry:
Packaging Design
Category:
Alcoholic Drinks
Title:
STAG BEETLE, DRAGON FLY & FIRE SALAMANDER
Advertiser/Client:
WEINGUT ANDREAS TSCHEPPE
Product/Service:
TSCHEPPE WINES
Entrant Company:
DEMNER MERLICEK & BERGMANN Vienna, AUSTRIA
Design/Advertising Agency:
DEMNER MERLICEK & BERGMANN Vienna, AUSTRIA
Creative Credits
Name
Company
Position
Franz Merlicek
Demner/Merlicek/Bergmann
Creative Director/Concept/Copywriter
Rosa Haider
Demner/Merlicek/Bergmann
Creative Director/Concept/Client Assistant
Felix Broscheit
Demner/Merlicek/Bergmann
Art Director/Concept/Graphics
Bernhard Angerer/Stefan Badegruber
Photographer
Brief Explanation:
The hills in South Styria are famed for their wine. Names such as Eduard Tscheppe are bywords for vinicultural quality. But there is also a certain Andreas Tscheppe who has little in common with his big, important namesake. This is is the reason Andreas Tscheppe is seeking his own proprietary stance - one which will do justice to his outstanding wine and the organic manner in which it is cultivated.
Description of how you arrived at the final design:
Andreas Tscheppe is a native of Glanz an der Weinstrasse, but it is not only he who is indigenous to the area - so too are insects and reptiles which, although endangered elsewhere, still thrive in Glanz because of his organic vinicultural methods. Besides showcasing the wine, the new label also puts the spotlight on this aspect of intact nature. The labels do this by means of a 'high gloss highlight' printed onto the label. This also provides an interesting 'double entendre' in the German language - 'Glanz', the name of the town, also has the meaning 'gloss, sparkle, splendour' in German.
Indication of how successful the outcome was in the market:
The new labels showcasing Tscheppe's respect for nature have been presented at several wine fairs and exhibitions, where the approach generated considerable interest and won Tscheppe new customers.
PUCKO
Type of Entry:
Packaging Design
Category:
Non-Alcoholic Drinks
Title:
PUCKO
Advertiser/Client:
ARLA
Product/Service:
CHOCOLATE DRINK
Entrant Company:
NEUMEISTER Stockholm, SWEDEN
Design/Advertising Agency:
NEUMEISTER Stockholm, SWEDEN
Creative Credits
Name
Company
Position
Peter Neumeister
Neumeister
Creative Director
Mattias Lindstedt
Neumeister
Designer
HГЁlГcne Mellander Holm
Neumeister
Production Manager
Brief Explanation:
A clever packaging design idea that clearly will tell the consumers about the new flavour from this iconic brand and still leave something to discover. But, the consumers have to peel the label to get it. Naturally!
Describe the brief from the client:
Pucko is the classic chocolate drink in Sweden. The agency has earlier refined its brand identity, this time the challenge was to make a new flavour stand out in the convenience shops. The flavour is Chocolate/Orange and it comes in a limited edition.
Description of how you arrived at the final design:
A clever packaging design idea that clearly will tell the consumers about the new flavour from this iconic brand and still leave something to discover. But, the consumers have to peel the label to get it. Naturally!
Indication of how successful the outcome was in the market:
The selected chains of convenience shops have shown great interest for the new product, indicating good sales and renewed interest in the brand. 100,000 sold bottles in only four months.
SIX SCENTS FRAGRANCE INITIATIVE
Type of Entry:
Packaging Design
Category:
Cosmetics & Beauty
Title:
SIX SCENTS FRAGRANCE INITIATIVE
Advertiser/Client:
SYMRISE
Product/Service:
FRAGRANCE RANGE
Entrant Company:
METAPROJECT New York, USA
Design/Advertising Agency:
METAPROJECT New York, USA
Creative Credits
Name
Company
Position
Kaya Gavin Sorhaindo
Metaproject
Creative Director
Aramique Krauthamer
Metaproject
Story Director
David Roennfeldt
3 Deep Design
Art Direction/Design
Brett Phillips
3 Deep Design
Art Direction/Design
Lachlan Sumner
3 Deep Design
Art Direction/Design
Erik Jarlsson
Metaproject
Interactive Designer
Alexandre Lins
Metaproject
Interactive Designer
Miko Uno
Metaproject
Producer
Lucas Kim
Metaproject
Junior Designer
Gabriel Eid
Gabriel Eid
Still Life Photographer
Brief Explanation:
To create a distinctive and memorable fragrance program that positioned the Six Scents brand while communicating the diversity and identity of each of the invited designers.
Describe the brief from the client:
Establish the creative positioning, visual identity and packaging program for a avant-guard luxury fragrance initiative.
Description of how you arrived at the final design:
Create a flexible graphic, image & typographic system that adapts to the character of each designer while maintaining the integrity of the master brand.
Give some indication of how successful the outcome was in the market (We can pretty much write this section, but if you have anything to add please do send)
Indication of how successful the outcome was in the market:
We developed a collection that was positioned amongst the most prestigious perfumes in the world, selling at a higher price-point than almost any of the couture designers. The collection is currently carried by over 170 of the most avant-garde fashion boutiques in the world, across every continent and in most major international cities. 80% of these boutiques had not carried fragrance before. To date, 10,800 of the 12,000 fragrances have sold. Over 70 major print publications covered the project, over 60 major fashion websites, and NBC, Vogue TV and 2 major Japanese TV stations featured the initiative.
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