Cannes Lions 2009 - Серебряные призеры в номинации Design Lions
WE CAMPAIGN DESIGN
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Large scale
Title:
WE CAMPAIGN DESIGN
Advertiser/Client:
THE ALLIANCE FOR CLIMATE PROTECTION
Product/Service:
ENVIRONMENTAL AWARENESS
Entrant Company:
COLLINS: New York, USA
Design/Advertising Agency:
COLLINS: New York, USA
Creative Credits
Name
Company
Position
Mike Hughes
The Martin Agency
Creative Director
Brian Collins
Collins:
Creative Director
Raymond Mckinney
The Martin Agency
Creative Director
Sean Riley
The Martin Agency
Creative Director
Ty Harper
The Martin Agency
Art Director
John Moon
Collins:
Designer
Mickey Pangilinan
Collins:
Designer
Chester Jenkins
Village
Typographer
Brief Explanation:
The Alliance for Climate Protection seeks to catalyze a cultural shift from a hyper-individualized society toward a shared future. So the challenge becomes finding a way to make an idea as complex and potentially intimidating as stopping global climate change feel personal and achievable.
An important first step and key objective for the Alliance in solving the climate crisis is producing 100% of our countryв?Ts electricity from energy sources with zero carbon emissions within 10 years.
Describe the brief from the client:
The goal of the Alliance for Climate Protection is to construct a movement that creates the political will to solve the climate crisis.
Our assignment was to create a positive call-to-action for Al Goreв?Ts efforts in stopping the climate crisis.
Description of how you arrived at the final design:
Inspiration for the assignment came from Americaв?Ts founding document, in which в??We the Peopleв?? faced a shared peril and contracted for a new, shared future.
Since the audience is everyone, we flipped the в??mв?? in the word ME to make a bigger, more inclusive idea: WE. The logo states exactly who owns the responsibility for solving the problem: all of us.
Indication of how successful the outcome was in the market:
Since the launch of the campaign more than two million people have joined the effort. And, over a quarter million people signed a petition calling for a global climate treaty.
CLARO IDENTITY
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Large scale
Title:
CLARO IDENTITY
Advertiser/Client:
CLARO
Product/Service:
CLARO TELECOMMUNICATIONS
Entrant Company:
GAD Sao Paulo, BRAZIL
Design/Advertising Agency:
GAD Sao Paulo, BRAZIL
Creative Credits
Name
Company
Position
Luciano Deos
Gad'
Executive Director
Valpirio Monteiro
Gad'
Creative Director
Hugo Kovadloff
Gad'
Creative Director
Leonardo AraГєjo
Gad'
Creative Director
Antonio Raupp
Gad'
Creative Director
Brief Explanation:
Develop a complete plan for CLAROв?Ts brand launching:
в?ў Brand strategy and positioning;
в?ў Brand architecture;
в?ў Verbal identity;
в?ў Corporate identity expression;
в?ў Corporate architecture;
в?ў Point of sale architecture;
в?ў Point of sale communication (merchandising);
в?ў Internal communication.
Describe the brief from the client:
In a context of great competitiveness in the mobile network segment, Claro was born, the result of ATL, TESS, Americel, Claro Digital, BCP Nordeste and BCP SГ?o Paulo fusion.
It was necessary to begin the process of brand launching all over the country. For that it would be necessary for an integrated effort of strategy, communication and retail, that contemplates not only the construction of its visual identity, as a unified and strong brand, which could compete with the great players of the market.
Description of how you arrived at the final design:
Attributes such as strength, shine and light guided all creative processes of the brand, whose personality also needs to transmit happiness and Brazilian aspects. The new brand represents the shape of the sun, which also combined the transparency as a playful effect. The sun rays reinforce the concept.
Indication of how successful the outcome was in the market:
The scene required a complex operation, envolving conceptual and pratical aspects. In only 8 months, the team built a great national brand that structured on a complete branding project, with collaborative integration of several specialized agencies and dozens of suppliers. The process evolved the positioning, brand global identity, brand launching plan for all stakeholders in Brazil, planning of implantation and roll-out in all cover area definition.
With few months of life, Claro project became one of the most winners of brazilian branding history.
HUDSON GAVIN MARTIN IDENTITY
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Small scale
Title:
HUDSON GAVIN MARTIN IDENTITY
Advertiser/Client:
HUDSON GAVIN MARTIN
Product/Service:
BOUTIQUE LEGAL PRACTICE
Entrant Company:
ALT GROUP Auckland, NEW ZEALAND
Design/Advertising Agency:
ALT GROUP Auckland, NEW ZEALAND
Creative Credits
Name
Company
Position
Dean Poole
Alt Group
Creative Director/Designer
Clem Devine
Alt Group
Designer
Aaron Edwards
Alt Group
Designer
Tony Proffit
Alt Group
Designer
Toby Curnow
Alt Group
Designer
Brief Explanation:
The objectives and challenges were to firmly position the firm in the legal services market; at the same time reinforce the firmв?Ts difference, personality and approach.
Describe the brief from the client:
Hudson Gavin Martin is a boutique law firm formed by three partners, who advise predominantly on Intellectual Property Law. The brief was to develop a visual identity, website and office signage.
Description of how you arrived at the final design:
Colloquial wisdom has it that all good things come in threes. Three is more than a partnership в?" itв?Ts a team. Culture and customs offer up all sorts of threesomes, humorous and otherwise.
The identity uses the copyright, trademark, and registered symbols to directly reference the firm's core business. The registered symbol couldnв?Tt be used until the logotype was legally registered. An interim logotype was produced with an asterisk and Registration Pending in place of the ВR symbol until registration was complete. The brand idea was extended through to the environment through a suite of corporate art.
Indication of how successful the outcome was in the market:
The identity, environment and website have been key aspect of launching the firm to existing and new clients. The approach has received significant feedback from the legal industry locally and internationally. Since launching, the firm has grown both its client base and team.
BROKEN WINDOW
Type of Entry:
Corporate or Brand Identity
Category:
Corporate Identity Schemes - Small scale
Title:
BROKEN WINDOW
Advertiser/Client:
SULAKSHAN KULKARNI CRICKET ACADEMY
Product/Service:
CRICKET ACADEMY
Entrant Company:
RED LION PUBLICIS Mumbai, INDIA
Design/Advertising Agency:
RED LION PUBLICIS Mumbai, INDIA
Creative Credits
Name
Company
Position
Priti Rodricks
Redlion
Designer
Priti Rodricks
Redlion
Photographer
Jyotindra Parelkar
Redlion
Illustrator
Elsie Nanji
Redlion
Partner
Punit Jagasia
Redlion
Partner
Shireesh Sabnis
Redlion
Production
Sudhakar Jadhav
Redlion
Production
Brief Explanation:
Cricket in India is based on larger-than-life symbols like national players, grounds and mementos. Our challenge was to capture the whole sport in a small logo.
Describe the brief from the client:
Our client, a cricket coaching academy in Mumbai was beginning to see a drop in admissions, and wanted a corporate identity that re-ignited a passion for cricket.
Description of how you arrived at the final design:
The symbols of India's love for cricket were all around us, in window panes broken by a stray cricket ball from children playing in the street. We decided to use them as elements in our graphic identity.
Indication of how successful the outcome was in the market:
The new identity made the Sulakshan Cricket Academy stand out amongst other cricket schools. It also resulted in a lot of smiles, nostalgic conversations and a 20% increase in inquiries in the month of September 2008.
COMING MOON
Type of Entry:
Corporate or Brand Identity
Category:
Posters
Title:
COMING MOON
Advertiser/Client:
MITSUBISHI ESTATE & IDEE
Product/Service:
HAIKU EVENT
Entrant Company:
DENTSU KANSAI Osaka, JAPAN
Design/Advertising Agency:
DENTSU KANSAI Osaka, JAPAN
Creative Credits
Name
Company
Position
Yoshihiro Yagi
Dentsu Kansai
Art Director
Yoshihiro Yagi
Dentsu Kansai
Designer
Haruko Tsutsui
Dentsu
Copywriter
Yo Kimura
Katachi Co.
Designer
Chie Ichida
Katachi Co.
Illustrator
Nao Morimi
Silkscreen Print
Takeshi Arimoto
Style Printing Co.
Printing Producer
Brief Explanation:
Young Japanese people are not that interested in traditional Japanese culture such as в??Moon viewingв??. Therefore we focused more on the familiar side of it. The в??Moon viewingв?? is a traditional event that takes place in Japan every year around mid-September, when the moon looks most beautiful.
Describe the brief from the client:
We aim to increase the number of participants in the event.
Description of how you arrived at the final design:
The concept was в??Design in the style of haikuв??.
The essence of haiku is the sharing of the imagination via the use of words with great economy. We adopted this idea in our design, showing dots with missing parts or in distorted form that gradually begin to look like the moon.
The simple use of black and white in the visual is intended to express light and shadow.
Indication of how successful the outcome was in the market:
Although initially intended as a one-off, it was decided to make the event quarterly due to the very positive response. The book of haiku composed by the party organizer also sold very well.
BALL POINT / FELT TIP / FOUNTAIN PEN
Type of Entry:
Corporate or Brand Identity
Category:
Posters
Title:
BALL POINT / FELT TIP / FOUNTAIN PEN
Advertiser/Client:
AMNESTY INTERNATIONAL MALAYSIA
Product/Service:
LETTER WRITING CAMPAIGN
Entrant Company:
SAATCHI & SAATCHI Petaling Jaya, MALAYSIA
Design/Advertising Agency:
SAATCHI & SAATCHI Petaling Jaya, MALAYSIA
Creative Credits
Name
Company
Position
Adrian Miller
Saatchi/Saatchi
Executive Creative Director
Jasphine Chew
Saatchi/Saatchi
Art Director
Gigi Lee
Saatchi/Saatchi
Art Director
Primus Nair
Saatchi/Saatchi
Copywriter
Jasphine Chew
Saatchi/Saatchi
Designer
Gigi Lee
Saatchi/Saatchi
Designer
Jasphine Chew
Saatchi/Saatchi
Illustrator
Jasphine Chew
Saatchi/Saatchi
Typographer
Gigi Lee
Saatchi/Saatchi
Typographer
Gigi Lee
Saatchi/Saatchi
Head Of Design
Lim Tze Hing
Saatchi/Saatchi
Retoucher
Melissa Gonsalvez
Saatchi/Saatchi
Account Supervisor
Edmund Leong
Untold Images
Photographer
Brief Explanation:
Convince people to become freedom writers.
Describe the brief from the client:
Every year Amnesty International run a letter writing campaign to encourage more people to take part in their letter writing campaign to help free political prisoners.
Description of how you arrived at the final design:
The design consists of a pen wherein the ink forms a graphic representation of prisoners. The act of writing therefore frees them.
Indication of how successful the outcome was in the market:
As a result of this campaign, Amnesty International received over 1,500 letters pleading the case of political prisoners around the world.
LOOP, WEAVE & ZIG ZAG
Type of Entry:
Corporate or Brand Identity
Category:
Posters
Title:
LOOP, WEAVE & ZIG ZAG
Advertiser/Client:
GARMIN GPS
Product/Service:
GARMIN GPS
Entrant Company:
OGILVY SHANGHAI, CHINA
Design/Advertising Agency:
OGILVY SHANGHAI, CHINA
Creative Credits
Name
Company
Position
Kevin Lee
Ogilvy/Mather Advertising/Shanghai
Executive Creative Director
Kelvin Leong/Kit Ong
Ogilvy/Mather Advertising/Shanghai
Creative Director
Minsheng Zhang/Robin Wu/Tianhong Zhou/Jordan Dong/Kelvin Leong/Kevin Lee
Ogilvy/Mather Advertising/Shanghai
Art Director
Adams Fan/Weina Ha/Kit Ong
Ogilvy/Mather Advertising/Shanghai
Copywriter
Minsheng Zhang/Jordan Dong/Robin Wu/Tianhong Zhou
Ogilvy/Mather Advertising/Shanghai
Illustrator
Kevin Lee
Ogilvy/Mather Advertising/Shanghai
Typographer
Shining Gao
Ogilvy/Mather Advertising/Shanghai
Client Servicing
Brief Explanation:
People are aware of GPS systems. And they think they are all the same. Garmin wanted to challenge that perception.
Describe the brief from the client:
Garmin wanted to inform consumers of its most advanced GPS feature yet в?" Lane Assist.
Description of how you arrived at the final design:
We know unfamiliar roads can be a maze-like confusion. Garmin can easily point the way out to road users.
Indication of how successful the outcome was in the market:
After the launch of this campaign, consumers started to ask specifically for the Lane Assist GPS model. Sales of the nuvi 765T shot up by more than 13% within 5 months.
SPFW INVITATION TO HAVAIANAS
Type of Entry:
Corporate or Brand Identity
Category:
Flyers, Tickets, Invitations & Cards
Title:
SPFW INVITATION TO HAVAIANAS
Advertiser/Client:
SГ?O PAULO ALPARGATAS
Product/Service:
HAVAIANAS FOOTWEAR
Entrant Company:
ALMAPBBDO SГ?o Paulo, BRAZIL
Design/Advertising Agency:
ALMAPBBDO SГ?o Paulo, BRAZIL
Creative Credits
Name
Company
Position
Marcello Serpa
Almapbbdo
Executive Creative Director
Marcus Sulzbacher
Almapbbdo
Creative Director
Eric Benitez
Almapbbdo
Art Director
Brief Explanation:
Making an Invitation to the Havaianas Lounge at SГ?o Paulo fashion week, based on a tribute to the 100th anniversary of Japanese immigration, their theme.
Describe the brief from the client:
The need to make something to call attention to Havaianas inside SГ?o Paulo Fashion Week, that would also fit with the theme.
Description of how you arrived at the final design:
The invitation was printed on Japanese paper. The use of the tattoo was mandatory to enter the lounge (picture 1). On the invitation envelope it read in Japanese: 'SГ?o Paulo fashion week, Havaianas, we love you.'
Indication of how successful the outcome was in the market:
More visitation from consumers on Havaianas' stands and in stores.
LET'S START
Type of Entry:
Corporate or Brand Identity
Category:
Stationery
Title:
LET'S START
Advertiser/Client:
GLAMMER EDUCATION
Product/Service:
GLAMMER EDUCATION INSTITUTE OF HAIR DESIGN
Entrant Company:
Y&R THAILAND Bangkok, THAILAND
Design/Advertising Agency:
Y&R THAILAND Bangkok, THAILAND
Creative Credits
Name
Company
Position
Phayungsak Jaruphun
Y/R Thailand
Creative Director
Veris Na Songkhla
Y/R Thailand
Art Director
Visionary
Visionary
Illustrator
Pavara Tanboonchit
Y/R Thailand
Account Management
Brief Explanation:
Glammer Education performed with the high standard academy and many outstanding professional hairdressers. Glammer Education has been gradually developed to be a salon academy to date. The academic study will teach from the basic course until the professional class. Letв?Ts start Collection comes from the idea of study at Glammer Education which everyone can enjoy the study at the beginning level.
Describe the brief from the client:
Glammer Education has designed the new name card for their customers who are interested to learn at Glammer Education. This name card is different from other Hair Schools or other salon academies.
SEEMED LIKE A GOOD IDEA AT THE TIME
Type of Entry:
Corporate or Brand Identity
Category:
Books
Title:
SEEMED LIKE A GOOD IDEA AT THE TIME
Advertiser/Client:
WILLIAMS MURRAY HAMM
Product/Service:
DESIGN AGENCY
Entrant Company:
WILLIAMS MURRAY HAMM London, UNITED KINGDOM
Design/Advertising Agency:
WILLIAMS MURRAY HAMM London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Garrick Hamm
Williams Murray Hamm
Creative Director
Richard Murray
Williams Murray Hamm
Copywriter
Garrick Hamm
Williams Murray Hamm
Copywriter
Richard Williams
Williams Murray Hamm
Copywriter
Craig Kirk
Williams Murray Hamm
Designer
Craig Kirk
Williams Murray Hamm
Typographer
A Way With Words
A Way With Words
Transcript
Gary Morris
Williams Murray Hamm
Producer
Richard Murray
Williams Murray Hamm
Account Director
Brief Explanation:
Objective: To celebrate the 10 years' anniversary.
Describe the brief from the client:
We wanted to give a glimpse into the original thinking behind the work of this well-known design business.
Description of how you arrived at the final design:
Solution: The ultimate sketchbook with original scamps and thoughts, showing the process from initial idea to finished article.
Indication of how successful the outcome was in the market:
Published 20.01.2009
Launch party 31.03.2009
Awaiting review.
MANCHESTER & CHESHIRE DOGS HOME BROCHURE
Type of Entry:
Corporate or Brand Identity
Category:
Publications
Title:
MANCHESTER & CHESHIRE DOGS HOME BROCHURE
Advertiser/Client:
MANCHESTER & CHESHIRE DOGS HOME
Product/Service:
DOGS HOME
Entrant Company:
THE CHASE CREATIVE CONSULTANTS Manchester, UNITED KINGDOM
Design/Advertising Agency:
THE CHASE CREATIVE CONSULTANTS Manchester, UNITED KINGDOM
Creative Credits
Name
Company
Position
Mike Roberts
The Chase
Senior Designer/Art Director
Steve Royle
The Chase
Creative Director
Ben Casey
The Chase
Creative Director
Brief Explanation:
Bring to the forefront, the plight suffered by the dogs and how the home is helping to tackle these issues.
Describe the brief from the client:
The Manchester and Cheshire Dogs' home required a document that outlined the positive work they had been doing in and around the Manchester and Cheshire community. They had a new initiative that tackles not only the welfare of stray and abandoned dogs but tackles the causes of abandonment, through the offering of training, education and support, working with owners to help keep dogs in a loving home. The report will also help to encourage people to donate and support this charity.
Description of how you arrived at the final design:
We approached the brief from the point of view that in order to strike a chord with the public and for them to relate to the plight of the dogs, we drew parallels with the suffering of human homelessness and destitute people. The photographic stories give the dogs an almost human characteristic and in turn we can link the story to the new initiatives that the dogs' home is implementing.
Indication of how successful the outcome was in the market:
No measurable outcome/results have been recorded as yet.
BRANDING SID LEE
Type of Entry:
Corporate or Brand Identity
Category:
Self Promotion
Title:
BRANDING SID LEE
Advertiser/Client:
SID LEE
Product/Service:
DESIGN AGENCY
Entrant Company:
SID LEE MontrГcal, CANADA
Design/Advertising Agency:
SID LEE MontrГcal, CANADA
Creative Credits
Name
Company
Position
Sid Lee
Sid Lee
Agency
Roger Proulx
Alt-6
Photographer
Carl Lessard
2m2
Photographer
Jean-FranГ§ois BГcrubГc
Photographer
Sid Lee
Sid Lee
Typography
Baselab
Baselab
Typography
Datachrome
Datachrome
Printing
Cartonnier VallГce
Cartonnier VallГce
Binding/Finishing
Du ProgrГЁs Inc
Du ProgrГЁs Inc
Stamping
Blank
Blank
Printing
J7 Inc.
J7 Inc.
Printing
Brief Explanation:
To create a proprietary style for Sid Lee that would embody their transition from adolescence to young adulthood.
Describe the brief from the client:
To transform the entire aesthetic and communication platform to reflect Sid Leeв?Ts evolving personality.
Description of how you arrived at the final design:
The primary strategy was to make it clear that the new look belonged only to Sid Lee. The approach was to design a look and feel that would ultimately become invisible, giving way to a focus on content. Further, to create aspects of the new design that would be transferable to every facet of Sid Leeв?Ts skin в?" from pitch presentations to business cards.
Indication of how successful the outcome was in the market:
The makeover has already won critical acclaim with Grand Prizes for branding and our new Fanzine template. Sid Lee has also seen an increase in business since the re-brand launch in September 2008. Most importantly, both existing and prospective clients agree the new look gives a more professional and creative first impression.
EVERY IMAGE HAS A SOUND
Type of Entry:
Corporate or Brand Identity
Category:
Self Promotion
Title:
EVERY IMAGE HAS A SOUND
Advertiser/Client:
SAXSOFUNNY
Product/Service:
SOUND PRODUCTION COMPANY
Entrant Company:
DDB BRASIL SГ?o Paulo, BRAZIL
Design/Advertising Agency:
DDB BRASIL SГ?o Paulo, BRAZIL
Creative Credits
Name
Company
Position
Sergio Valente
Ddb Brasil
Creative Director
Julio Andery
Ddb Brasil
Creative Director
Rodolfo Sampaio
Ddb Brasil
Creative Director
Marcelo Reis
Ddb Brasil
Creative Director
Guilherme Jahara
Ddb Brasil
Creative Director
Otavio Schiavon
Ddb Brasil
Copywriter
Gustavo Victorino
Ddb Brasil
Art Director
Daniel Malavazzi
Ddb Brasil
Account Supervisor
Brief Explanation:
The challenge and objective was to get the attention of a tough audience: people who work with ideas and are used to seeing great stuff.
Describe the brief from the client:
Create a Direct mail/Poster/ Print campaign to advertise the services provided by sound production company Saxsofunny, among creative and production staff of all advertising agencies in Brazil.
Description of how you arrived at the final design:
The campaign speaks for itself. That's why we decided to keep it as simple as possible, using only one colour on the symbols that represent each sound (thunder, bonfire and typewriter).
Indication of how successful the outcome was in the market:
Combined with design and advertising blogs, this campaign brought visibility to the sound production company in the local and international advertising market and it earned partnerships with sound production companies in the USA, Spain and Argentina. A print campaign, with sound, that became viral. Itв?Ts different. Thatв?Ts why it worked.
STAINBROIDERY
Type of Entry:
Corporate or Brand Identity
Category:
Point of Sale
Title:
STAINBROIDERY
Advertiser/Client:
PROCTER & GAMBLE
Product/Service:
TIDE DETERGENTS
Entrant Company:
LEO BURNETT INDIA Mumbai, INDIA
Design/Advertising Agency:
LEO BURNETT INDIA Mumbai, INDIA
Creative Credits
Name
Company
Position
Kv Sridhar
Leo Burnett India
National Creative Director
Kb Vinod
Leo Burnett India
Executive Creative Director
Deepak Singh
Leo Burnett India
Art Director
Nishant Jethi
Leo Burnett India
Art Director
Gaurav Lalwani
Leo Burnett India
Account Servicing
Sharan Sabhachandani
Leo Burnett India
Account Servicing
Sandeep Barge
Photographer
Seyam
Embroiderer
Kb Vinod
Leo Burnett India
Copywriter
Brief Explanation:
Design an innovative & involving way to give away free sachets of Tide while staying true to brand promise - in a market place where it is difficult to standout in a free sampling exercise.
Describe the brief from the client:
Sampling exercise to giveaway free sachet packs of Tide.
Description of how you arrived at the final design:
Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind.
Indication of how successful the outcome was in the market:
Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand.
X FACTOR
Type of Entry:
Corporate or Brand Identity
Category:
Digital Design
Title:
X FACTOR
Advertiser/Client:
CARPHONE WAREHOUSE
Product/Service:
MOBILE PHONE SHOP
Entrant Company:
CHI & PARTNERS London, UNITED KINGDOM
Design/Advertising Agency:
CHI & PARTNERS London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Warren Moore
Chi/Partners
Founding Partner
Thiago De Moraes
Chi/Partners
Digital Creative Director
Angus Wardlaw
Chi/Partners
Creative
Alexei Berwitz
Chi/Partners
Creative
Rick Standley
Chi/Partners
Creative
Tom Skinner
Chi/Partners
Creative
Kylie Mclean
Chi/Partners
Designer
Camilla Knight
Chi/Partners
Group Account Director
Blinkink
Blinkink
Animation
Unit 9
Unit 9
Production
Brief Explanation:
Our idea was to invite consumers to record singing performances on mobiles, which after being animated online would then be turned into TV ads, aired weekly on the showв?Ts ad breaks.
We needed to find an engaging and innovative design solution that would incorporate a large amount of user-generated illustrations without losing its consistency or appeal.
Describe the brief from the client:
The X Factor is Europeв?Ts biggest singing contest, so when mobile phone retailer The Carphone Warehouse decided to sponsor the show we knew we needed a visually engaging campaign that the public would notice and enjoy enough to make them want to take part in the experience themselves.
Description of how you arrived at the final design:
We decided the unique work of the Swedish Illustrator Kristopher Strom was the perfect quirky style that would form the centre of the X Factor challenge. And would inspire the nation to want to become singers and illustrators themselves by creating totally unique illustrations that would come alive with their vocals.
After singing on their phone users could choose from a selection of Kristopher Stromв?Ts predrawn characters or they could create their own character in their own illustrative style. They could then judge their (and othersв?T) performances. We created hundreds of bespoke characters and animations for the many judging reactions.
Indication of how successful the outcome was in the market:
Each week over the duration of the show, contestants were picked from the website and their animations and singing performances used as TV idents, which could be viewed on the websites TV winners section and then seen by up to 12 millions viewers during the Saturday night X Factor shows.
By the end of the show almost 9,000 wannabe stars had sung and drawn in the audition section and over 137,000 votes were cast.
NIKEID
Type of Entry:
Corporate or Brand Identity
Category:
Digital Design
Title:
NIKEID
Advertiser/Client:
NIKE
Product/Service:
SPORTSWEAR
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
Jill Nussbaum
R/GA
Executive Creative Director
Wade Convay
R/GA
Associate Creative Director
Phil Latcholia
R/GA
Copy Director
Minki Park
R/GA
Design Director
Michael Klodginski
R/GA
Senior Interaction Designer
Tara Greer
R/GA
Associate Creative Director/Interaction Design
Nick Coronges
R/GA
Executive Technical Director
Patrick Fitzgerald
R/GA
Executive Team Leader/Programming
Chuck Genco
R/GA
Senior Product Developer/Technical Architect
Ivan Safrin
R/GA
Senior Flash Developer
Michael Mclaughlin
R/GA
Senior Flash Developer
Jin Sung Yoo
R/GA
Senior Flash Developer
Alex Bensen
R/GA
Quality Assurance Analyst
Dayna Vesci
R/GA
Digital Studio Post Production Supervisor
Jesse Beller
R/GA
Digital Studio Video Editor
Can Misirlioglu
R/GA
Creative Director/Digital Studio
Sean Lyons
R/GA
Group Director/Production
Daniel Jurow
R/GA
Executive Producer
Heidi Miller
R/GA
Associate Director/Analytics
Brief Explanation:
We had to create new technology to bring the completely re-imagined NIKEiD to life. Working closely with Adobe, we developed advanced imaging techniques so users could see stitching and materials in near microscopic detail, getting closer than ever before to the product.
Describe the brief from the client:
NIKEiD is one of the most successful customization tools available on the web, allowing anyone to become a designer. Since its inception 10 years ago, the NIKEiD site has been updated to provide new features and added utility. But recently, Nike gave us the task of completely re-imagining the experience to make it more intuitive and flexible. The result is an easy-to-use builder in which the product is the interface: designers create by directly touching and customizing any piece of a product in any order. And products are viewable from any angle.
Description of how you arrived at the final design:
Taking customization even further, we gave designers the ability to change performance features that suit their unique style of play or positionв?"just by touching and selecting. And to inspire the design community, guests can now check out thousands of user-generated designs, searchable by colour, product, name, style, and technology.
New social components were added as well, allowing users to share their creations in a gallery with the world. The NIKEiD builder itself can even be shared, integrating seamlessly into other sites, mobile devices, touchscreens, retail, and social networks.
Indication of how successful the outcome was in the market:
Please see Confidential Information.
PROCONTRA
Type of Entry:
Environmental Design
Category:
Environmental Design: Semi-Permanent
Title:
PROCONTRA
Advertiser/Client:
LEADACADEMY
Product/Service:
LEAD ACADEMY
Entrant Company:
SERVICEPLAN Hamburg, GERMANY
Design/Advertising Agency:
SERVICEPLAN Hamburg, GERMANY
Creative Credits
Name
Company
Position
Alexander Schill
Serviceplan
Chief Creative Officer/Executive Creative Director
Maik Kähler
Serviceplan
Creative Director/Art Director/Typographer
Christoph Nann
Serviceplan
Creative Director/Copywriter
Constanze Strothmann
Serviceplan
Account Manager
Roman Becker
Serviceplan
Graphic Designer
Till Diestel
Serviceplan
Graphic Designer
Maria Lake
Lean Production
Agency Producer
Boris Meise
Producer
Brief Explanation:
As the target group are people keen on arts and photography, a classical advertising campaign would have been the wrong way в?" we wanted to do something that really amazes them.
Describe the brief from the client:
From March 14th until April 26th, Hamburgв?Ts biggest museum for modern art hosted the Lead Awards exhibition of VISUAL LEADERS. The most important exhibition for photography and print media in Germany. The brief was to make the people look into the exhibits and really think about them. They should see the art from different points of view. And of course generate publicity for the exhibition.
Description of how you arrived at the final design:
The show featured a giant installation which asked visitors to look at the exhibits from different points of view. 144 balls mounted in a big museum room seem to be a chaotic structure. However, the chaos becomes a message, when you look at it from two marked positions. From the one point: PRO. From the other point: CONTRA. Floor graphics at both points show the message: в??Get the other side, too. в?" The Lead Awardsв??.
Indication of how successful the outcome was in the market:
The installation became the main attraction of the exhibition. It became the main hook in press articles about the exhibition. Design and art blogs featured it. An article in Germanyв?Ts most important art magazine was published about the installation. The exhibition was visited by tens of thousands of people. However, since the exhibition was still running when this was written, there are no concrete numbers yet.
WILLIE'S CACAO
Type of Entry:
Packaging Design
Category:
Foods
Title:
WILLIE'S CACAO
Advertiser/Client:
EL TESORO
Product/Service:
DARK CHOCOLATE
Entrant Company:
TAXI STUDIO Bristol, UNITED KINGDOM
Design/Advertising Agency:
TAXI STUDIO Bristol, UNITED KINGDOM
Creative Credits
Name
Company
Position
Spencer Buck
Taxi Studio
Creative Director
Peter Horridge
Peter Horridge
Typographer
Brief Explanation:
Increase sales and distribution in a universally declining premium food ingredients market.
Describe the brief from the client:
Willie approached us with a premium, first-to-market product in need of a clearer proposition. The packaging failed to communicate the purpose of the product while the brand identity centered around the productв?Ts name (Venezuelan Black) limiting the potential for range extensions.
Our job was to: enhance the pack graphics to reflect its price mark (В?6-8); introduce a brand architecture that would allow for Willieв?Ts pipeline innovations; succinctly communicate the purpose and use of the product on shelf (without ATL support); create an easily identifiable family feel across all SKUs.
Description of how you arrived at the final design:
Taking inspiration from samples found in and around Willieв?Ts Cacao farm in Venezuela, we introduced authenticity, provenance and heritage to the packaging.
Typographic artist Peter Horridge was commissioned to create the brandmark to reflect Willieв?Ts flamboyant and eccentric character. While the product copy was written in the vernacular of fine wines to describe and differentiate the various products in the range, thus introducing an element of connoisseurship in the minds of consumers.
Finally, we devised the strapline в??Grate in food. Great on food' to succinctly describe how to use the product, and what to use it on.
Indication of how successful the outcome was in the market:
Following relaunch, sales increased by 12% in a declining market. Waitrose, one of the UKв?Ts leading premium food retailers introduced Willieв?Ts Supreme Cacao in all of its 192 outlets. (Previously only stocked in 142 stores.)
KARLSSON'S GOLD
Type of Entry:
Packaging Design
Category:
Alcoholic Drinks
Title:
KARLSSON'S GOLD
Advertiser/Client:
THE SPIRITS OF GOLD
Product/Service:
KARLSSON'S GOLD VODKA
Entrant Company:
THE BRAND UNION Stockholm, SWEDEN
Design/Advertising Agency:
THE BRAND UNION Stockholm, SWEDEN
Creative Credits
Name
Company
Position
Göran Aneer
The Brand Union
Senior Designer
Hans Brindfors
The Brand Union
Executive Creative Director/Client Director
Herman Kipowski
The Brand Union
Designer
Brief Explanation:
- Avoid the designer trap.
- Do not try to come up with yet another unique bottle for un-unique content.
- Do not be an Absolut follower.
Describe the brief from the client:
To transform the category for premium vodka. (Absolut created the design expression for the purest vodka on the Planet).
Focus on the component 'Virgin potatoes', instead of filtered away taste, purified several times etc.
Create a powerful retail impact.
Description of how you arrived at the final design:
In order to reflect Karlsson's Vodka's unique proposition- Vodka from the finest gourmet virgin new potatoes in the world, we created an honest bottle, a bottle that speaks of the world's first luxury vodka with a terroir. Forget fashion, signal flavour.
Indication of how successful the outcome was in the market:
Karlsson's Gold named 'ONE OF THE TOP 5 BEST NEW SPIRITS OF 2008'
-Wine & spirits magazine, Annual Buying Guide, October 2008
DR. MOELLERв?TS QUINCE
Type of Entry:
Packaging Design
Category:
Alcoholic Drinks
Title:
DR. MOELLERв?TS QUINCE
Advertiser/Client:
SCHNAPSBRENNEREI DR. THORSTEN MOELLER
Product/Service:
DR. MOELLER'S QUINCE BRANDY
Entrant Company:
SERVICEPLAN Munich, GERMANY
Design/Advertising Agency:
SERVICEPLAN Munich, GERMANY
Creative Credits
Name
Company
Position
Alex Schill
Chief Creative Director/Executive Creative Director
Christoph Everke
Creative Director
Cosimo Moeller
Copywriter
Alexander Nagel
Art Director
Anne Jordan
Account Supervisor
Adrian Jaeschke
Graphic Design
Brief Explanation:
Featuring a non medical-product with the peculiarity that it could be used as medicine.
Describe the brief from the client:
Every year Dr. Moeller produces a very exclusive and award-winning quince brandy. The aim was to find an exclusive packaging idea that would play on the duality between the producerв?Ts two professions в?" doctor and distiller в?" in a charming way.
Description of how you arrived at the final design:
The packaging idea employs humour to underscore the exclusivity and the particular status of the producer. A non-medical product from a doctor with the particular characteristic that it can also be applied as a medicine, but only if prescribed by the doctor.
Indication of how successful the outcome was in the market:
According to our measuring tools the result was truly remarkable. We were able to increase the number of orders. Our exceptionally demanding clientele gave such positive responses that the next batch has already sold out before the season has even begun.
FROM THE COUNTRY OF PASSION
Type of Entry:
Packaging Design
Category:
Non-Alcoholic Drinks
Title:
FROM THE COUNTRY OF PASSION
Advertiser/Client:
NICHIREI FOODS
Product/Service:
ACEROLA FRUIT DRINK
Entrant Company:
DRILL Tokyo, JAPAN
Design/Advertising Agency:
DRILL Tokyo, JAPAN
Creative Credits
Name
Company
Position
Morihiro Harano
Drill
Creative Director
Alex Freund
Gravure Llc
Creative Director
Noriko Yamada
Drill
Copywriter
Jun Nishida
Drill
Copywriter
Hidetoshi Kuranari
Dentsu
Copywriter
Kazuko Marubashi
Dentsu
Art Director
Eric Hoffman
Eric Hoffman Llc
Designer
Noriko Okamoto
Dentsu
Designer
Yasuo Ogusu
Common Design
Designer
Rie Kariya
Common Design
Designer
Makoto Suzuki
Common Design
Designer
Koji Fujioka
Drill
Producer
Ryuji Ueno
Drill
Producer
Osamu Enari
Drill
Executive Producer
Yuichi Yukawa
Dentsu
Executive Creative Director
Syuhei Kumazaki
Dentsu
Account Executive
Kota Kimura
Dentsu
Account Executive
Brief Explanation:
We transformed the product from an ordinary beverage into a в??Daily Beauty Drink for women in their 20sв??. We focused on Brazil as the place of origin of acerola fruit and presented a concept of a beauty solution в??From the Country of Passionв??. We redesigned the brand from the ground up, with everything from the package to the point of sale material informed and inspired by the new Product concept. We then carefully staged the relaunch of the brand first to internal stakeholders, then to the trade and then finally to consumers, to ensure the maximum buzz and support.
Describe the brief from the client:
Acerola Drink is a fruit-based beverage made from acerola fruit from Brazil. The product had been in existence for 20 years and lost its freshness in the rapidly changing market. Specifically, it was confronted with the following two problems.
1) Aging customer base: The core customers buying the product in their 20s and 30s then were now in their 50s.
2) Decreasing retail presence: As the sales declined, Acerola Drink lost shelf space in convenience stores.
Description of how you arrived at the final design:
We didnв?Tt stop at creating a new design for the product. We also created a strategy to ensure the new design should be best presented to consumers at retail outlets. Based on the new design, sales tools were created to improve sales morale and productivity among all stakeholders including the client organization and trade partners.
Indication of how successful the outcome was in the market:
By motivating the internal audience and the trade partners, we successfully helped our client increase shelf space for Acerola Drink by 240% year-on-year, which turned out to be the record high growth rate in the Japanese beverage history. New packaging, strategic approach to publicity, advertising efforts also successfully contributed to new customer acquisition.
STORE+, THE STORE THAT SELLS HOPE
Type of Entry:
Packaging Design
Category:
Other
Title:
STORE+, THE STORE THAT SELLS HOPE
Advertiser/Client:
PORTUGUESE RED CROSS
Product/Service:
HOPE STORE+
Entrant Company:
LEO BURNETT LISBOA, PORTUGAL
Design/Advertising Agency:
LEO BURNETT LISBOA, PORTUGAL
2nd Design/Advertising Agency:
ARC WORLDWIDE LISBOA Lisbon, PORTUGAL
Creative Credits
Name
Company
Position
Chacho Puebla
Leo Burnett Lisboa
Creative Director
Erick Rosa
Leo Burnett Lisboa
Copywriter/Creative Director
Renato Lopes
Leo Burnett Lisboa
Art Director/Creative Director
Daniel Palma
Arc Ww Lisboa
Designer
Cristina Almeida
Leo Burnett Lisboa
Production Director
AntГ?nio Junior
Leo Burnett Lisboa
Graphic Producer
AntГ?nio Franca
Leo Burnett Lisboa
Graphic Producer
Federico Bosch
Arc Ww Lisboa
Digital Producer
InГЄs Almeida
Leo Burnett Lisboa
Account Director
Renata Ferreira
Leo Burnett Lisboa
Account Executive
Marta GuimarГ?es
Leo Burnett Lisboa
Account Director
Tura
Leo Burnett Lisboa
Creative Advisor
Monica Rocha
Arc Ww Lisboa
Digital Producer
Hugo Lage
Leo Burnett Lisboa
Av Producer
Brief Explanation:
Hope cannot be touched, seen or worn. But Hope can be felt. Our main challenge was to find the perfect design to convey the idea of a retail store that sold Hope. It had to be easily identified as a store and as part of the Red Cross universe. The main objective was to make sure people had a shopping experience in it. And the design was vital. Since it was the design of the Store, all graphic materials such as shopping bags had to make it stand out from dozens of stores in the same mall.
Describe the brief from the client:
The Portuguese Red Cross needed to raise money for its main causes during the Christmas season. Times are hard and the Red Cross wanted an idea that could fight itself through the crisis and recession. Something new and powerful. Something that could literally change things as we see them.
Description of how you arrived at the final design:
From the start we aspired to a minimalist design. The vouchers indicating the prices and causes for example had to be simple; explain what they meant with just a glimpse of them. And although the Red Cross logo was everywhere, we gave it some retail personality by assigning black and white images to the materials in order to never overshadow the actual message: selling Hope. The minimalist design of all material and the interior design made the Store hip and desired. And eventually the centrepiece of the mall during Christmas.
Indication of how successful the outcome was in the market:
Every person that came in contact with the Store design quickly understood the concept. Materials such as shopping bags and vouchers of Hope had to printed again due to the publicв?Ts increased interest in having one each. The interior design on the other hand, made the Store inviting, friendly and desired. And the best of all: the design was easily adapted to any medium, making the communication stronger and more relevant. The Store design in all its forms has become a reference for future NGOв?Ts projects and the blue print for future Hope Stores.
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