February 8, 2012 at 11:39 · Filed under Design, Print
If you could go on sabbatical anywhere in the world, selecting twelve stages to your dream destination, where would your imagination carry you? And what would you bring home… what from all the different places you visited would you choose to fill your luggage with? This is the concept behind Fontegrafica’s 2012 calendar, produced in collaboration with the designer Azzurra Bacchetta. The concept began with a simple yet unsettling proposal: that Fontegrafica allow Azzurra “white paper” to realise a graphic design dream, free from any constraints and ensuring the possibility to bring about any idea. A Fontegrafica- type proposal was taken on most diligently by Azzurra, who, without hesitation, turned the brief into a dream trip. So the twelve months became an open airline ticket of twelve stages. Azzurra detailed her travel plans to colleagues, friends, acquaintances and family, inviting them to report on what was the first thing that came to mind for each “visited” site. A natural and very real brainstorming, a collective pondering of figures, faces and objects resulted in a charming outcome. The tables are full of details, cleverly arranged like pieces of a puzzle. Fontegrafica provided the canvas on which these parts are formed, associating to each table specific inks and papers that fit perfectly with the places represented. The result displays the structure of the trip, the colors of the nations, the smells of the locations, the simple communication of a postcard and the emotion of a work of art. To you, who are preparing to visit the boards of the 2012 Fontegrafica’s calendar, we wish you all a good trip!
November 30, 2011 at 16:07 · Filed under Design, Print
Ad for the organics food brand Ja! Natuerlich in a special edition to mark the Vienna Design Week.
Advertising Agency: Demner, Merlicek & Bergmann, Vienna, Austria
Creative Director: Franz Merlicek, Rosa Haider
Copywriter: Arno Reisenbuechler
Art Director: Roman Steiner
Photographer: Bernhard Angerer
Graphic Design: Stefan Oehner
Account Supervisor: Katharina Schmid
Art Buying: Ilona Urikow
Final Art Work: Mario Goldsteiner
Using the flipbook technique, special business cards were created for Ginga Filmes, a video production company. The last piece is detachable, making it possible for the client to keep just a regular card, if he wants.
Advertising Agency: Art&C, Natal, Brazil
Creative Director: George Wilde
Art Director: Jackson Williams
Copywriter: Daniel Felix
Account Director: Aline Pampalon
Problem: The design students at Tama Art University was challenged by professors to create a font without using computers.
Result: A font in a medium that most of us take for granted every day – hair. Kanazawa has manipulated leg hair – not her own leg, but a friend’s – into the alphabet, both lower case and upper case. Adidas, for one, was so impressed that they used the font for an outdoor ad promoting a sale.
Advertising School: Tama Art University, Tokyo, Japan
Art Director: Mayuko Kanazawa
Designer: Mayuko Kanazawa
The Limited Edition Collectible Toys is a miniatures, collectible figures and statues shop. To promote the brand and attract new customers, we scattered around the store living statues that mimicked the classic toy soldiers. The action attracted the attention of pedestrians, who photographed, recorded and posted on social networking.
Advertising Agency: ageisobar, São Paulo, Brazil Creative Director: Carlos Domingos Art Directors: Henrique Mattos, Cicero Souza Copywriter: Daguito Rodrigues
Brief Explanation:
We created graphic posters that separated every layer of a particular food to show how the freezer freezes its every part almost individually. The style used is simple and inspired by information graphics.
Describe the brief from the client:
To promote the Multi Airflow system in Electrolux freezers that preserves and freezes food perfectly.
Description of how you arrived at the final design:
We created graphic posters that separated every layer of a particular food to show how the freezer freezes its every part almost individually. The style used is simple and inspired by information graphics.
Indication of how successful the outcome was in the market:
The Multi Airflow system was a runaway success during the summer months when this activity was conducted. Electrolux registered a 45% increase in enquiries and increased their share of the freezer market by a factor of 3. In fact, this campaign is set to be released by Electrolux in other countries to promote sales of deep freezers.
Advertising Agency: Mudra Communications, Mumbai , India
Chief Creative Officer: Bobby Pawar
Executive Creative Director: Nirmal Pulickal
Creative Director: Raylin Valles
Art Director/Designer: Raylin Valles
Designer: Latheesh Lakshman
Designer: Hari Singh
Copywriter: Raylin Valles
Brief Explanation:
Making clear that a tool specially designed for peeling works better than an ordinary knife.
Describe the brief from the client:
Show how sharp WMF peelers are.
Description of how you arrived at the final design:
Peeling with WMF peelers becomes a piece of art. They cut so precise the headline is artfully build from the skin of fruits or vegetables.
Indication of how successful the outcome was in the market:
Lots of clients came to the WMF stores and asked specifically for WMF peelers.
Advertising Agency: KNSK, Hamburg, Germany
Creative Director: Kay Eichner, Tim Krink, Ulrike Wegert
Art Director: Julian Heidt, Thomas Thiele
Copywriter: Dieter Kolaja
Photographer: Peter Backens
Management Supervisor: Kirsten Kohls
Brief Explanation:
Set deep in the heart of Germany’s Ruhr region, where hardly anyone is interested in classical music, the Dortmund Concert Hall has to offer something pretty unusual to attract new visitors. So we invented a completely new medium to make our classical music ‘tasty’ to people: milk. Since it has been scientifically proven, that classical music has a positive effect on cows’ milk yield, we played music from selected artists of the new season to them. Asa result, the cows produced the very first music worldwide for the taste buds. This special milk was then bottled directly on the farm.
Describe the brief from the client:
The new season at the Dortmund Concert Hall will start soon. We need a campaign that raises huge levels of awareness for our claim: experience music like never before. And of course – we have no money, so make it cheap.
Description of how you arrived at the final design:
The bottles we came up with say ‘milk’ and ‘music’ at the same time and their high class design supports the standards of the Dortmund Concert Hall. On the front a musical note serves as a label, while all information about the specific artist and the milk itself were placed on the back.
Indication of how successful the outcome was in the market:
The media reported on this widely. The Concert Milk was featured in blogs and news around the world. It inspired people who otherwise hardly encounter classical music, increased the subscriptions by 19% and theatre occupancy to 72%.
Advertising Agency: Jung Von Matt, Hamburg , Germany
Executive Creative Director: Sascha Hanke
Creative Director: Tobias Grimm, Jens Pfau, Jo Marie Farwick
Art Direction: Damjan Pita
Copywriter: Henning Robert, Jan-Hendrik Scholz
Graphic Design: Sven Gabriel, Christoph Maeder, Nicolas Schmidt-Fitzner
Account Manager: Dajana Crantz
Account Assistant: Marijke Fisser
Brief Explanation:
To boost the sales of a stylish shoe that’s already a cult product, we created new packaging that made the brand even more desirable in terms of look and functionality.
Describe the brief from the client:
Create a packaging design for Görtz 17’s Converse Collection to engage consumers at the point of sale.
Description of how you arrived at the final design:
The first recyclable shoebox that makes the plastic bag unnecessary. Its minimalist design draws attention to the handles, which can be removed and used as an extra pair of shoelaces. The series consists of five colour-coordinated designs that match perfectly with Görtz 17’s Converse Collection.
Indication of how successful the outcome was in the market:
The shoelace boxes were free of charge if you bought an item of Görtz 17’s Converse Collection. During the campaign, sales increased by 15% and, in the first two weeks alone, 5,000 fewer plastic bags were required.
Advertising Agency: Kempertrautmann, Hamburg , Germany
Creatives: Tim Belser, Heiko Freyland, Christiane Eckhardt, Peter Ruessmann, Alexander Kate
Brief Explanation:
N.C.D.V. is about immediate action. A fast, free emergency service that gets the victim away from the root of the problem – the abuser. Specifically, the hands of the abuser. By hiding the headline within the typographic hands, we wanted to convey a feeling that abuse isn’t something victims need to keep secret. They don’t need to suffer in silence. Our aim was to draw people in, question what they are seeing and then learn that help is out there.
Describe the brief from the client:
With 1 in 4 women suffering domestic violence during their lifetime the client wanted a piece of creative that conveyed a sense of this being a problem that is always suffered in silence, hidden behind closed doors – and that needn’t be the case, offering sufferers an escape, a helping hand. Without resorting to shock tactics, they also wanted us to find a way of conveying a real feel for the physical side of domestic violence, the intolerable pain of it.
Description of how you arrived at the final design:
Domestic abuse lurks beneath the veneer of society – behind closed doors – we wanted to reflect this hidden nature of the problem in the final design. With the abuser’s hands physically being the root of the problem, we concluded they were the perfect vehicle to typographically portray the solution offered by the charity.
Indication of how successful the outcome was in the market:
Driving awareness that help is out there was the key objective, giving them somewhere to turn, letting them know they are not alone. If we helped one victim of domestic violence we would have deemed the communication successful. The helpline received a marked increase in calls.
Advertising Agency: JWT, London, United Kingdom
Executive Creative Director: Russell Ramsey
Copywriter/Art Director/Typographer: Philip Meyler
Copywriter/Art Director/Typographer: Darren Keff
Account Manager: Emily Medhurst
Art Buyer: Sue Clifford
Photographer: Tal Silverman
Brief Explanation:
To Make A Cardboard City Manifesto As A Homage To Ivity´s Client Brands.
Describe The Brief From The Client:
Each Year Ivity Celebrates Its Successes With Their Clients. In Times Of Crisis, Creativity Counts Even More. We Need To Show Our Clients That A Crisis Is Not The End Of The World.
Description Of How You Arrived At The Final Design:
It Took 5,000 M2 Card, 750 Bullets, 70 Box Cutters, 200kg Of Glue, 50 Pistols, Eight Fingers Cuts, 5,400 Hours And An Endless Amount Of Creative Energy To Create The Coca-Cola Square, The Leya Store With More Than 200 Hand-drawn Books, Novopca Cranes, Sata Aircraft, Sonae Clouds, Adega Mayor Wineries, A Portuguese Sidewalk, Tables, Chairs, Lamps, Markers And Even I-pads. It Was Built In The Ivity Empty Room, A World Of Card That Declares The Power Of Ideas Over The Availability Of Resources, That Defies The Crisis With An Army Of Talent, And That Reclaims That The Domain Of Imagination.
Indication Of How Successful The Outcome Was In The Market:
This Life Size Installation Was Created For A Cycle Of Seminars And Early Year Meetings We Have With Our Clients. The Result Was An Overwhelming Reaction Of Awe And Surprise That Worked As A PR Event All Year Long.
Advertising Agency: Ivity Brand Corp, Portugal
Chief Communications Officer: Paulo Rocha
Creative Director: Ricardo Gaspar
Ivity Team: Team
Brief Explanation:
Show The Affected People That (plant-based) Nobilin Has The Power To Aid Digestion.
Describe The Brief From The Client:
Develop A Promotional Product Design For A Special Edition Of Nobilin In Order To Raise Awareness For The Brand.
Description Of How You Arrived At The Final Design:
A Promotional Product Design That Seperates Nobilin From Other Brands At The Point Of Sale.
Indication Of How Successful The Outcome Was In The Market:
Due To Largely Positive Feedback From Both Retail Markets And Consumers, The Promotional Period Of Our Special Edition Was Successfully Extended.
Advertising Agency: BBDO, Germany
Chief Creative Officer: Jan Harbeck, David Mously, Wolfgang Schneider
Art Director: Daniel Schweinzer
Illustrator: Daniel Schweinzer
Copywriter: Lukas Liske
Junior Account Manager: Gülcan Demir
Brief Explanation:
Since Animals Are Not Able To Speak For Themselves, The Destruction Of Their Habitat Leaves Them Suffering In Silence. The Objective Was To Highlight The Responsibility People Have In Letting Animal Species Thrive In Their Natural Environment. In Other Words, We Have A Choice In Keeping Things The Way Mother Nature Intended Them To Be.
Describe The Brief From The Client:
ACRES Is An Animal Protection Organisation That Aims To Create A Caring And Socially Responsible Society Where Animals Are Treated As Sentient Beings. The Challenge Was To Raise Awareness And Educate The Public On The Plight Of Animal Species Due To Human Activity – Mainly, The Destruction Of Rainforests That Serve As A Natural Habitat For Wildlife
To Live In Harmony.
Description Of How You Arrived At The Final Design:
The Lives Of Animals Revolve Around Their Living Space – The Rainforest. In Order To Communicate This, We Used A Visual Metaphor Of Tree Rings. And As We All Know, Each Ring Followed By The One That Lies In Its Outer Core Represents The Ageing Of A Tree. By Using Animals To Make Up The Rings, We Communicate The Idea That The More We Let A Tree Grow, The More Wildlife It Can Sustain. Hence, We Should Keep Things The Way They Are And Not Simply Let Lifestyle Choices Destroy Rainforests And Dictate The Lives Of Animals.
Indication Of How Successful The Outcome Was In The Market:
The Posters Garnered Positive Responses From The Public. Although Media Placement Was Selective And Minimal, It Managed To Make Its Way Via Word-of-mouth And Even Online, Through Forums And Social Media Platforms. We Even Had People Requesting For Copies Of The Posters To Be Put Up In Schools And Public Spaces. It Simply Showed How Good Design Can Bring To Light An Even Greater Cause.
Advertising Agency: DDB, Singapore
Product: Wildlife Preservation
Chief Creative Officer: Neil Johnson
Executive Creative Director: Joji Jacob
Creative Director: Thomas Yang
Art Director: Gary Lim
Art Director: Aaron Koh
Copywriter: Khairul Mondzi
Digital Artist: Chris Ng
Chief Client Officer: Rowena Bhagchandani
Brief Explanation:
To communicate to potential clients what we do, what we are and how we do it is difficult considering the proof of this is in so many different media spaces and formats. We needed a way, to not only engage our audience but immerse them in everything we stand for and give them the full Leo Burnett experience.
Describe the brief from the client:
We’re very proud of our work, and we want to let people know about who we are, what we believe in, what we’ve done, and where we’re going. So we needed to design a communications piece to send to potential clients that embodied everything we are in a visually stunning, interesting and engaging way.
Description of how you arrived at the final design:
Inspired by Leo Burnett, who in the grip of a great depression, placed a bowl of apples in reception as an act of hospitality in a hungry world. We bought this kind of personal and selfless act to life through a blend of old world, hand made design and crafting with cutting edge technology that communicate the personal touch, and the belief’s in our unique brand of advertising, that tells the full story of Leo Burnett in a visual engaging and hands on way.
Indication of how successful the outcome was in the market:
We received overwhelmingly positive feedback from each CEO who received the AppleBox with personal calls made to our head of new business. Not only did they express their gratitude for sending them such a beautiful and unique piece, but our Leo i-Pad inside was extremely well received and enabled us to begin an open dialogue with the recipients about working with us in the future.
Advertising Agency: Leo Burnett,Sydney , Australia
Product: Leo Burnett Advertising Agency
Executive Creative Director: Andy DiLallo
Art Director: Jim Walsh
Copywriter: Brad Grey
Producer: James Rogers
Illustrator: John-Henry Pajak
Artist/Modeller: Vlad Malkovich
Digital Producer: Ed Larossa
Digital Developer: Kevin Brown, Will Parry
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
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
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
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
