“Don’t let a puncture threaten your vacations. Volkswagen Tire Assistance.”
Advertising Agency: Agence .V., Saint-Ouen, France
Creative Director: Christian Vince
Art Director: Nicolas Martinie
Copywriter: Julien Auger
Illustrator: Pell Mell / The 3D Agency
Published: June 2011
Advertising Agency: Advico Young & Rubicam, Zurich, Switzerland
Creative Director: Thomas Schöb
Art Director: Lukas Wietlisbach
Copywriter: Andy Lusti
Photographer: Raphaela Pichler
Retouching: AschmannKlauser
Advertising Agency: Leo Burnett Iberia, Spain
Executive Creative Director: Chacho Puebla, Erick Rosa, Renato Lopes
Creative Director: Oliver Durant
Art Director: Bruna Guerreiro
Copywriter: Oliver Durant, Bruna Guerreiro, Thiago Carvalho, Luciana Cani, Thiago Arrighi and Jaime Nascimento
Illustrator: Emiliano Ponzi
Soundtrack: Jamie Masters, Leon Dixon-Goulden
Brief Explanation:
The campaign for transmediale is inspired by the simplicity of one line and one dot, as in the 1 and the 0 – the basic pattern of the binary system – and DNA, thus a code connecting man and machine and allowing for infinite words and images.
Describe the brief from the client:
The art and media festival transmediale.11 has the name »response:ability«, which is about the relationship between people and the internet.
Description of how you arrived at the final design:
We searched for a idea that is simple and – maybe – cheap enough, but that was also flexible for different options.
Indication of how successful the outcome was in the market:
The festival was the best festival ever, and the merchandise was sold out.
Advertising Agency: Ruddigkeit, Germany
Creative Director: Raban Ruddigkeit, Dirk Heider, Kristina Brasseler, Gianna Pfeifer
Director: Michael Fragstein, Emilia Forstreuter, Marcel Weber
Media Officer: Christian Vogel, Marc Bieling
Advertising Agency: Kempertrautmann, Hamburg, Germany
Creative Director / Account Manager: Marcell Francke
Creative Director/Account Manager/Programming: Patrick Matthiensen
Art Director/Graphic Designer: Leif Johannsen
Copywriter: Sebastian Merget
Graphic Designer: Bruno Luglio
Account Managers: Carolin Panier, Biljana Retzlik
Production: Alexander Kate / cmp
Involved Agency: fischerappelt
Brief Explanation:
We Discovered That The Formula “give Pity, Then Ask For Help” Was An Invention Of Advertising And Not A Reflection Of What The Kids Really Wanted: TO SHARE THEIR JOY, So We Needed To Change That Way Of Thinking To Reach The Goal For 2010.
Describe The Brief From The Client:
Last Year, Teleton Didn’t Reach Its Goal Of 2 Million Soles. This Year, The Challenge Was To Find The Way To Reach It.
Indication Of How Successful The Outcome Was In The Market:
The Activation And TVC Had More Than 11,000 Fans In The First 48 Hours. Plenty Of Mass Media Covered The Event An The Total Amount Of Money Raised Was 3 Million 346 Thousand 8 Soles. Teleton Surpassed The Goal By 67%, But Most Importantly, The Idea Generated A Change In Attitude In All Peruvians And From Now On, They Help With A Smile.
Advertising Agency: JWT, Lima, Peru
General Creative Director: Fernando Iyo
Creative Planning Director: Javier Grana
Art Director: Jorge Rocca
Copywriter: Juan Pablo Peschiera
General Producer: Monica Torres
Producer: Eduardo Sasco
Art Director / Artist: Koening Johnson
Artists: Merida Brothers
Photographer: Enrique Valdez
Account Manager: Alex Traugott
Account Executive: Alvaro Montufar
General Manager: Milagros Plaza
Planner: Paola Tealdo
“Fortifies your immunity. Life Nutrition.”
Advertising Agency: Grey, Hong Kong
Executive Creative Director: Keith Ho
Creative Directors: Helen Sze, Andrea Khou
Art Directors: Alvin Sin, Gabriel Wong
Copywriter: Jason Luo
Illustrators: Even Lee, Helen Sze, Gabriel Wong
Brief Explanation:
Designing a Bible cover that would attract young people (e.g. pupils), as well as twentysomethings and adults is a challenge in itself. The design had to stand out among different new German Bible translations entering the market in the same year, so it was even more important to communicate the style of the language, and the particular benefits of the translation. In addition to that, the client had tried to place and sell parts of the New Testament (single books and the Synoptic Gospels) on the German book market for several years, with the same name but different designs and concepts, without success.
Describe the brief from the client:
The task by our client was to develop a product design for a new German translation of the new testament called “BasisBibel NT”. The DGB is also rights holder and publisher of the first and revolutionary Bible translation of Martin Luther from Greek and Hebrew to the German language in 1522 and following translations. The all new “BasisBibel NT” uses a very clear, modern language and is still very close to the original text. The textual structure and typography is optimised for better reading comprehension. In addition to that, the BasisBibel is cross-media optimised.
Description of how you arrived at the final design:
We were looking for a design solution that would be as laconic and straightforward as the style of the translation, the language itself. The overall symbol for the Bible and particularly for the New Testament is the Cross. The idea was to reduce the book design to this simple and strong icon – a white cross on a coloured background. The innovation would be that the cross would encompass the whole body of the book, and required a partial coloured edge. It came out that one bookbinding business could realise the technical challenge with the typical India paper in brilliant quality.
Indication of how successful the outcome was in the market:
Since the implementation on the Frankfurt Book Fair in October 2010, the DBG sold circa 20,000 copies from a total number of 26,000 copies. After 5 months the purple edition was sold out. These were sensational results for a partial issue of the Bible, the New Testament. Also very interesting: the other colors (green, petrol, blue) sell in the same range, and orange was available after the event. In addition, there is a magnificent increase in media coverage about the innovative book design, the campaign motives, and the translation itself that is very positive without exception.
Advertising Agency: Gobasil, Hamburg, Germany
Creative Direction: Eva Jung
Art Direction: Oliver Popke
Creative Direction: Nico Mühlan
Product Management: Florian Theuerkauff
Brief Explanation:
The main objective was to make Paul stand out from the crowd and to drive people to his website.
Describe the brief from the client:
Paul Thompson, a London based photographer asked us to consider designing a second DM campaign following the success of our last campaign with him. He asked us for something different from the typical direct mail pieces that people receive from photographers.
Description of how you arrived at the final design:
Our approach was to focus on the personality of the photographer rather than his work. After all most photographer’s are capable of taking good shots. What really makes the difference is them – the relationship between art director, client and photographer is key. We developed an idea which wouldn’t feature photographs at all. Just a beautiful and engaging description, which was exactly 1,000 words. This would encourage the recipient to go to his website and discover the picture it described. Each description is set to exactly the same proportions as the picture and uses a typeface which mirrors the subject.
Indication of how successful the outcome was in the market:
Early indications have shown there has been an increase in traffic to Paul Thompson’s website as well as an increase in enquiries about his services.
Advertising Agency: The Chase Creative Consultancy, Manchester, United Kingdom
Creative Director/Copywriter: Ben Casey
Creative Director: Peter Richardson
Typographer/Copywriter: Lionel Hatch
Typographer: Harry Heptonstall
Copywriter: Jim Davies
Copywriter: Nick Asbury
Artworker: Rachel Pratt
Account Handler: Paul Waters
Brief Explanation:
Our aim was to create an experience that engages with the band’s young & tech savvy fans in a new way, and find a way to allow them to become a part of the video itself. Another challenge was to overcome the $0 budget. We used the crowd funding service ‘Kickstarter’ and successfully raised the $5,000 to use for the production. This was actually a nice way to start involving the core fans of the band and create an early buzz about the new video release.
Describe the brief from the client:
The brief was to come up with a new music video for the song ‘MIRROR’ by the Japanese indie band SOUR.
Description of how you arrived at the final design:
The song Mirror sings about the fact that everyone around you is a mirror that reflects who you are. This gave us an idea of a journey to find yourself through your connections with the people online. So we created an interactive music video, which gives every single viewer a different customized experience by connecting to their Facebook, Twitter & webcam. You can also add yourself into the video by following @SOUR_official on Twitter. Please try the experience for yourself at http://sour-mirror.jp.
Indication of how successful the outcome was in the market:
When the site was launched, it gained over 150,000 viewers in just the first 3 days. Average time spent on the site was more than 3 minutes, which is an amazing number for a microsite. This music video has gained SOUR a lot of free PR on renowned news sites and blogs. 2/3 of the visitors were accessing from outside of Japan, proving that this video has created buzz around the world, which is a big achievement for a Japanese indie band.
Advertising Agency: Masashi, Qanta, Saqoosha, Hiroki, Tokyo, Japan
Creative Director/Director: Masashi Kawamura
Technical Director/Director/Programmer: Qanta Shimizu
Director/Programmer: Saqoosha
Director: Hiroki Ono
Programmer: Yuma Murakami
Film Producer: Yasuhito Nakae
Film Producer: Hisaya Kato
Film Project Manager: Hidetoshi Nagamine
Musician: Sour
Advertising Agency: Forsman & Bodenfors, Gothenburg, Sweden
Art Director: Staffan Forsman
Copywriter: Martin Ringqvist
Designer: Christoffer Persson, Staffan Håkansson
Account Supervisor: Susanna Fagring
Account Manager: Linda Tiderman
Publisher: Göteborgstryckeriet
Photographer: Patrik Andersson
Photostudio: Grafia
Advertiser’s Supervisor: Max Markusson
Brief Explanation:
To resolve the challenge, a promotion was designed, which is not only colourful and eye-catching but also transfers knowledge about our local world of birds in a playful way.
In the foreground was not only one particular product but also the opportunity to bring attention to the children’s sections by optical and playful means of promotion so parents will become a part of the Görtz costumer card programme.
Describe the brief from the client:
Görtz runs not only in the Alstertal shopping centre as a special children’s shop but also controls many children’s sections in Görtz shoe stores all over Germany. In these sections, you will find highly skilled experts, who offer shoes and accessories for children in between the ages of 0 and 12 years. In order to push these children’s sections and popularize them more, it was the task to create a promotion, which will bring up the customer frequency in these sections and win new customers for the Görzt customer card programme.
Description of how you arrived at the final design:
The colourful Görtz world of birds presents itself in all the Görtz sales areas set aside for children’s shoes. Simple shoelaces were transformed into colourful small worms in the beaks of five lovingly designed bird characters, which served as eye-catching packaging. They show different native types of birds that invite play and collection. The aim, with the help of the packaging as part of the campaign, was to increase customer frequency in the Görtz sales areas for children’s shoes and, at the same time, to win customers for the Görtz store card.
Indication of how successful the outcome was in the market:
In the past years there have been many promotions with the intention of stimulating the Görtz children’s sections and to win more costumers for the Görtz card. Comparing to the Görtz world of birds all of them were much more complex and resulted in more cost. Regardless of other arrangements, in order to be successful it comes down to new applications for the Görtz costumer card programme. The Görtz world of birds was colourful and eye-catching. It spread the passion of collection, caused hundreds of applications for the Görtz card and was more effective than any promotion before.
Advertising Agency: Gürtlerbachman, Hamburg, Germany
Creative Director: Uli Gürtler
Art Directior / Illustrator: Merle Schröder
Head of Marketing: Michael Jacobs
Account Manager: Anne Kennel
Copywriter: Claudia Oltmann
Brief Explanation:
It was key to create something that would stand out amidst all the political campaigning in the city. As there was basically no budget, the campaign needed to create a lot of media attention in order to make the topic important in public debate. It was also key to win supporters to make the campaign happen in the first place. In the end the real goal was to help shift the election in a favorable direction: from the conservative to a more social government.
Describe the brief from the client:
Hinz&Kunzt streetmagazine had identified a big problem: in rich Hamburg, Germany, thousands of people are homeless and even more people cannot afford to rent anymore, while at the same time over 1.4 million square meters of flats and offices are left vacant on purpose. As city hall elections were coming up, this important topic and unbelievable imbalance needed to be made public in order to influence voting behaviour. The audience: 1.2 million residents of Hamburg eligible to vote.
Description of how you arrived at the final design:
A guerilla campaign was launched in order to directly mark hundreds of vacant buildings. The posters used corrugated cardboard in a special way: portraits of homeless people were cut into the top layer. Punchy headlines were added. This unique design was also used for floor posters (including a 300 m2 version) were placed in shopping areas to maximise reach and create media buzz. All materials included a call to action: vote against homelessness, discuss online, participate in our survey. In short: nontraditional media and unconventional design were used to create maximum awareness – and images that the press picked up.
Indication of how successful the outcome was in the market:
Prior to launch, the design idea, the topic and content of the campaign helped to gain more than 20 companies to contribute work and materials (printing, media space, etc). This was key in order to be able to produce a campaign that really reaches the whole city. Only 19,000EUR invested created an advertising value of nearly 300,000EUR – which equates to 22 million contacts in Hamburg! Over 3,000 campaign postings online, close to 1,000 active participants, more than 10 TV editorials and countless articles followed. In the end, the ruling conservative party lost and a new, more social mayor won!
Advertising Agency: JWT, Hamburg, Germany
Copywriter: Michael Muck
Art Direction: Petra Sievers
Illustrator: Isabelle Göntgen (Isabelle Illustration)
Chief Communications Officer/Creative Director: Till Hohmann
Client Service Director: Dirk Haase
Project Manager: Cornelia Fleig
Art Direction: Regina Groffy
Graphic Design: Ainara del Valle Perez-Solero
Creative Director/Managing Director: Cedric Ebener
Project Manager: Annika Jungclaus, Kim Sattler
Creative Producer: Benjamin Nadjib
Photographer: Philipp Rathmer
Finaliser: Claudia Klein
Producer/Managing Director: Jörg von Malottky
Brief Explanation:
MTV Brazil Was Undergoing Several Transformations. The Generation Who Had Grown Up With The Station Was Giving Way To A Younger One, With New References. Our Greatest Challenge Was To Show The Historic Importance Of MTV To These New Viewers, While Showing A Path To Be Followed, Signalling The Ever Pioneering Character Of The Station.
Describe The Brief From The Client:
MTV Was About To Celebrate Its 21st Anniversary In Brazil. We Needed A Film That Would Communicate The Auspicious Event And Recall The Station’s Great Moments, Positioning It To The Audience With The Concept “The Music Never Stops”.
Description Of How You Arrived At The Final Design:
Balloons Are A Worldwide Icon For Celebration. The Idea Was To Tell The Stories And Show The Characters Of MTV’s 21 Year’s Existence With Balloons. The Essential Ingredients In The Implementation Were Simplicity And A Wealth Of Detail, Two Apparently Contradicting Factors.
Indication Of How Successful The Outcome Was In The Market:
The Film Was Shown On Several Movie Theatres And On MTV Itself, Generating Thousands Of Comments On Specialized Websites And Definitely Positioning MTV As The Station Where Music Never Stops.
Advertising Agency: Loducca Sao Paulo, Brazil
Creative: Dulcidio Caldeira, Andre Faria, Guga Ketzer
Creative Director: Cassio Moron, Marco Monteiro, Pedro Guerra
General Creative Director: Guga Ketzer
Executive Creative Producer: Sid Fernandes, Ana Luisa Andre
RTV: Karina Vadasz
Production: Paranoid
Director: Duldicio Caldeira
Photography: Alexandre Ermel
Animation / Illustration: Daniel Semanas / Paranoid Lab
Executive Producer: Egisto Betti
Final Art: Sindicato VFX
Sound Track: Hilton Raw
Brief Explanation:
The main challenge we faced was limiting our ideas to an achievable (both financially and timely) end product. Having an open creative brief was in many ways difficult yet extremely exciting.
Describe the brief from the client:
Make it cool. The canvas was blank with only one requirement – feature the names of the key presenters at Offf 2010 in Paris.
Description of how you arrived at the final design:
The textures, contours, and fibres of the characters are the threads that bind the piece together – from the characters and environments to the typography itself. On top of that, my long-lasting argument of ‘machine is a product of nature’ found its way in where I wanted to balance the textural beauty with something heavy, robotic and harsh like the cubic mountains and mechanic additions to some of the animals. Working with art directors and designers, we created beautifully abstract scenes which were then brought to life by equally talented CG artists who added their own vision of artistic detail.
Indication of how successful the outcome was in the market:
The titles were an industry sensation – only a month after the show, over 42 industry websites and blogs had written about their creative merits. Two goals were accomplished – the one client requirement, which was feature the names of the key presenters at Offf 2010 in Paris, and our own – to debut our integrated design and animation team.
Advertising Agency: The Mill, New York, USA
Creative Director: Jeff Stevens
Editor: Moss Levenson
Executive Producer: Boo Wong
3D Lead Artist: Rob Petrie
Illustrator: Kim Dulaney
Art Director: Emmet Dzieza
Designer: Gap Yossanun
2D Artist: Melissa Graff, Marco Giampolo, Bashir Hamid, Jeff Robins, Gigi Ng, Tim Haldeen
3D Artist: Tom Bardwell, Ruben Vanderbroek, Michael Panov, Joshua Merck, Jeffrey Dates, Ian Brauner
