08 декабря 2016 г.

Победители Direct Communications

Grand Prix

"Fisherman" rubber boots

Year/ID: 2012 / E65001G12
Group: E Direct communication
Subgroup: E65 Packaging design for mass produced goods and services
Product and services: Rubber bootsRegistrant: GOOD MEDIACountry: KAZAKHSTANBrand name: "Fisherman"Advertising agency, city: Good Media, AlmatyArt director: Berik Yergaliyev, Rustam GareyevCopywriter: Igor MitinCreative director: Igor MitinDesigner: Farhat Omirbaev, Darina Baimukhanova, Andrey SerdukIllustrator: Igor MitinAccount Director /Manager: Renat Abdrakhmanov, Diana Saibekova
Creative idea explanation: Brief: Design a packaging for rubber boots with the aim to: distinguish the brand on the shelf among competitors in the specialized stores and to attract the consumers’ attention, create a contemporary and appealing image of the “Fisherman” boots as a very high-quality specialized footwear for fishing and emphasize the features of the product! Idea: Everybody is aware of boots primary function - protection from water. However, there are many advantages that are not obvious at the first glance and consumer might not be aware of «Fisherman» boots are able to protect the wearer from a wide range of dangers: environmental debris, biological threats, natural, chemical and electrical hazards. We realized that probably the best way to communicate protective functions of the boots would be usingthe example of underwater creatures. This topic is very relevant for fishermen and creates an excellent opportunity to combine several types of risks in one visual.Solution: The package itself is designed as a mini-stand and works as an eye catcher. An illusion of boots immersed in water draws attention focus consumer’s attention to all protective properties of the “Fisherman” boots. Notes: The packaging is not intended for transportation of the product from the factory to the store.




Golden Drum

"Fisherman" rubber boots

Year/ID: 2012 / E65001G12
Group: E Direct communication
Subgroup: E65 Packaging design for mass produced goods and services
Product and services: Rubber bootsRegistrant: GOOD MEDIACountry: KAZAKHSTANBrand name: "Fisherman"Advertising agency, city: Good Media, AlmatyArt director: Berik Yergaliyev, Rustam GareyevCopywriter: Igor MitinCreative director: Igor MitinDesigner: Farhat Omirbaev, Darina Baimukhanova, Andrey SerdukIllustrator: Igor MitinAccount Director /Manager: Renat Abdrakhmanov, Diana Saibekova
Creative idea explanation: Brief: Design a packaging for rubber boots with the aim to: distinguish the brand on the shelf among competitors in the specialized stores and to attract the consumers’ attention, create a contemporary and appealing image of the “Fisherman” boots as a very high-quality specialized footwear for fishing and emphasize the features of the product! Idea: Everybody is aware of boots primary function - protection from water. However, there are many advantages that are not obvious at the first glance and consumer might not be aware of «Fisherman» boots are able to protect the wearer from a wide range of dangers: environmental debris, biological threats, natural, chemical and electrical hazards. We realized that probably the best way to communicate protective functions of the boots would be usingthe example of underwater creatures. This topic is very relevant for fishermen and creates an excellent opportunity to combine several types of risks in one visual.Solution: The package itself is designed as a mini-stand and works as an eye catcher. An illusion of boots immersed in water draws attention focus consumer’s attention to all protective properties of the “Fisherman” boots. Notes: The packaging is not intended for transportation of the product from the factory to the store.




Bzzz premium

Year/ID: 2012 / E64006G12
Group: E Direct communication
Subgroup: E64 Packaging design – custom made
Product and services: HoneyRegistrant: BACKBONE CREATIVECountry: ARMENIABrand name: BzzzAdvertising agency, city: Backbone Creative, YerevanArt director: Stepan AzaryanCopywriter: Matt BartelsianCreative director: Stepan AzaryanAccount Director /Manager: David Simonyan
Creative idea explanation: For a long time honey has remained as a nature sweet and wasn’t paid attention by designers. Present honey is made in beehive by the best honey-makers – bees. The designers have come back to the nature by creating the coverof wood similar to beehive, in which the canwith honey is hidden. Simple but simultaneously original wooden wrapper is the message to the nature, ecology, pure taste and simply very nice decoration for everyday life.




The Vintage Edition

Year/ID: 2012 / E65008G12
Group: E Direct communication
Subgroup: E65 Packaging design for mass produced goods and services
Product and services: Mario Haller Vintage SchnappsRegistrant: OGILVY & MATHER GMBHCountry: AUSTRIABrand name: Mario HallerAdvertising agency, city: Ogilvy & Mather, ViennaArt director: Klaus SeethalerCopywriter: Christian BircherCreative director: Gerd Schulte Doeinghaus, Christian BircherIllustrator: Christian BircherAccount Director /Manager: Amelie Seidl
Other credits:


Creative idea explanation: Mario Haller is still producing a small, exclusive percentage of its schnapps according to a traditional double-distilling technique: The 'Vintage Edition' Schnapps is created purely by hand and with a great deal of patience using a copper distilling kettle fired with wood - the same technique as used hundred years before. Our task was to communicate this traditional process through the bottle labels. Mario Haller doesn't make any promotions or advertising. The only way of communication is via the bottle labels. Our job was to tell the whole story of old traditional schnapps distilling on these labels, and only on these labels. Although hand distilled schnapps is naturally very costly, the exclusive 'Vintage Edition' series was sold out within two months - twice as fast as in the previous years.

Campaign idea explanation:


Multiple entry explanation:





Silver Drum

Put Them In Our Shoes

Year/ID: 2012 / E61007G12
Group: E Direct communication
Subgroup: E61 Flat direct mail and small print materials
Product and services: GreenpeaceRegistrant: LOWE ADVENTA (MOSCOW)Country: RUSSIABrand name: GreenpeaceAdvertising agency, city: Lowe Adventa, MoscowArt director: Bruno RibeiroCopywriter: Andreas MielenhausenCreative director: Andreas Mielenhausen, Bruno RibeiroAccount Director /Manager: Andreas MielenhausenFilm Production: Yuri MedvedevDigital Production: Petr LipatovDirector: Mathieu Descours
Creative idea explanation: Background: All around the world, Greenpeace is famous for its activism and willingness to stand in the line of fire. Unfortunately, these things are frowned upon by the Russian government. Since no one wants to go against the government in Russia, Greenpeace has a hard time getting what it needs most: supporters, donations, and space in the media. Challenge: Tell people that the things Greenpeace is famous for are actually just a small part of what we do. That, on a daily basis, Greenpeace is a hard-working, law-abiding citizen just like them, teaching kids in schools, planting trees, recycling trash, fighting fires, and much more. Idea: Put them in our shoes. We made a list of top businesspeople, opinion leaders and media moguls in Russia and started looking for pictures that could be found on the web (through search engines or on social networking sites), where they were portrayed doing something they shouldn’t be known for. They received pictures of themselves with the question “What if you were known just for the things you do once in a while?” On the back, we explained that they would feel exactly like us. Once we had their attention, we could make them see all the other things for which Greenpeace should really be known.




05.10.2012


19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.
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