Cannes Lions 2009 - Áðîíçîâûå ïðèçåðû â íîìèíàöèè 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 â?" 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 doesnâ?Tt need a specific colour and simply takes the clientâ?Ts colour â?" 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 & Gambleâ?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 oneâ?Ts hands with soap can dramatically reduce the incidence of diarrheal diseases and pneumonia, which together account for the majority of childrenâ?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 resultâ?"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 â?" 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 MarimekkoÂR and Alvar AaltoÂR immediately fell in love with the Atria GoodMoodÂR -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 GoodMoodÂR -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 â??drive to the conditionsâ??. 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 â??DESIGNING NATURALLYâ?? Entrant Company: TATIL DESIGN Rio de Janeiro, BRAZIL Design/Advertising Agency: TATIL DESIGN Rio de Janeiro, BRAZIL Creative Credits Name Company Position Fred Gelli Tátil Design Creative Director Claudia Niemeyer Tátil Design Designer Ana Camargo Tátil Design Designer Anderson Marcicano Tátil Design Production Manager Luciana Moletta Tátil Design Producer Bruno Senise Tátil Design Design Intern Fabricio Menezes Tátil 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 â??Designing Naturallyâ??, our agency was challenged by the task of designing an invitation that would be aligned with the workshopâ?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 â??Designing Naturallyâ??. 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 2008â?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 â?" 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 lawyerâ?Ts clients. For they recognised the lawyerâ?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: SÃ-DRA CELL Product/Service: PAPER PULP Entrant Company: GARBERGS REKLAMBYRÃ: Stockholm, SWEDEN Design/Advertising Agency: GARBERGS REKLAMBYRÃ: 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 worldâ?Ts most mysterious documents and bound them in a book. Describe the brief from the client: Södra is one of the worldâ?Ts leading producers of market pulp. Our challenge was to improve Södraâ?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 â?" this is the theme of Hans Weishäuplâ?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: Hitlerâ?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 Bautzenâ?¦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 MontrÃcal, CANADA Design/Advertising Agency: COSSETTE MontrÃcal, 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 reportâ?Ts concept was based on Enablisâ?T fifth anniversary, which has a direct correlation with the growing number of entrepreneurs supported by the organization. The annual reportâ?Ts colour spectrum reflects the unique diversity of Africa.  Indication of how successful the outcome was in the market: High 5 won two awards in 2009:  - Grafika Awards (Quebec, Canada): Grand Prize; category: Printing.  - TDC 55 (New York, U.S.A.): Certificate of Typographic Excellence; category: Annual Report.  Weâ?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 â??Book of Oregon,â?? 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: GÃ?RTLERBACHMANN WERBUNG Hamburg, GERMANY Design/Advertising Agency: GÃ?RTLERBACHMANN WERBUNG Hamburg, GERMANY Creative Credits Name Company Position Uli GÃ?rtler GÃ?rtlerbachmann Werbung Creative Director Merle Schröder GÃ?rtlerbachmann Werbung Art Director Anke Gröner Freelancer Copywriter Dr. Björn Bloching Roland Berger Strategy Consultants Holding Head Of Marketing Sharifa Hawari GÃ?rtlerbachmann Werbung Account Manager Christine Klein GÃ?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 â??Every story has a beginningâ??, 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 cow¹s 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 â?? design with a smileâ??. 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: Clientâ?Ts tight advertising budget and finding a benefit that would be relevant to the Clientâ?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 doesnâ?Tt look like an ad, to appeal to customers that primarily come from art colleges nearby the Clientâ?Ts retail outlets. Description of how you arrived at the final design: Without a list to help you remember important tasks/things, youâ?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. â??Organise your headâ?? 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/AnimatÃ?rio Director Loic Dubois Lobo/AnimatÃ?rio Producer Alberto Lopes Lobo/AnimatÃ?rio Executive Producer Paulo Beto Lobo/AnimatÃ?rio Sound Design Lobo/AnimatÃ?rio Lobo/AnimatÃ?rio Animation Tura Leo Burnett Lisboa Creative Advisor Miguel SimÃ÷es 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: AGÃ?NCIACLICK SÃ?o Paulo, BRAZIL Design/Advertising Agency: AGÃ?NCIACLICK SÃ?o Paulo, BRAZIL Creative Credits Name Company Position Raphael Vasconcellos Agênciaclick Executive Creative Director Juliana Constantino Agênciaclick Creative Director Mateus Braga Agênciaclick 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 Oâ?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. Theyâ?Tve seen hundreds of ads and dozens of PSA websites. Itâ?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 â??thatâ?Ts not coolâ?? 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 â??made realâ?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 worldâ?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: Sonyâ?Ts sales targets significantly exceeded. Average time on the Sony booth â?" 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 â??Mooseâ?? 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 YouTubeâ?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 â??popularâ?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 â??virtualâ?T and the â??realâ?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 â??virtualâ?T and â??realâ?T experiences. Indication of how successful the outcome was in the market: â?¢ 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. â?¢ Our 'virtual vs. real' critique generated substantial PR coverage in press, magazines and national TV reaching an audience of 1.5 million. â?¢ The buzz caused major galleries to ask to stage the exhibition, further increasing its exposure. â?¢ 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 brandâ?Ts new ambition. Describe the brief from the client: Faced with a very competitive European airport network, AÃcroports 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 passengersâ?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 passengersâ?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 MÃ?ller-Rossbach Jung Von Matt Ag Copywriter Clemens Sehi Jung Von Matt Ag Copywriter Christian Hupertz Jung Von Matt Ag Account Supervisor RenÃc 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 didnÂ?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 hasnâ?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 â??Newspaper-->New Paperâ?? project, we utilized what was already there â?" the newspapers â?" 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 didnâ?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 companyâ?Ts â??Garageâ?? 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 â??behind the scenesâ?? 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 Singhâ?Ts Bangras stand out from all the other gourmet sausages on the market. Describe the brief from the client: The challenge for Mr Singhâ?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 worldâ?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 Singhâ?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 bakeryâ?Ts â??Squirrellyâ?? 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 â??me tooâ?? health claims - Engage with the consumer, make them smile and remember the product - Build off the success of the â??Squirrellyâ?? 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 companyâ?Ts foundation as a provider of simple, healthy products, the brand strategy focused on the idea that Silver Hills makes bread â??the way it should beâ?? â?" simple, honest and wholesome. Consumersâ?T affinity for the companyâ?Ts â??Squirrellyâ?? bread inspired the development of a series of eclectic names for each of Silver Hillsâ?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 HèlÃcne 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.