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
Brief Explanation:
The latest generation of Loewe 3D TVs stands for the next dimension in premium television. The advantages of owning a three-dimensional television in familiar Loewe quality should be communicated in an intelligent and minimalistic way.
Describe the brief from the client:
Three-dimensional TVs represent a trend with huge potential in the home entertainment industry. 3D blockbusters are extremely popular at box offices, and TV channels are increasingly broadcast with 3D content. Loewe aims to accommodate this development with its own premium concept. Thanks to 3D technology, viewers will even be able to experience older movies in a whole new way. A teaser campaign is intended to attract attention to the planned market launch of the latest generation of 3D TVs with full HD LCD technology and LED backlighting in the first quarter of 2011.
Description of how you arrived at the final design:
The latest generation of Loewe 3D TVs stands for the next dimension in premium television. The advantages of owning a three-dimensional television in familiar Loewe quality should be communicated in an intelligent and minimalistic way.
Indication of how successful the outcome was in the market:
Loewe turns an ordinary 2D movie into an unparalleled 3D movie experience.
Unforgettable movie quotes from international blockbusters such as James Bond (“Shaken, not stirred.”), Star Wars (“May the Force be with you.”), Forrest Gump (“Run, Forrest! Run!”), Apollo 13 (“Houston, we have a problem.”) and Terminator 2 (“Hasta la vista, baby.”) will be conveyed in a whole new dimension – “a new reality”.
Advertising Agency: Scholz & Friends, Berlin, Germany
Chief Creative Officer: Martin Pross
Executive Creative Director: Matthias Spaetgens, Wolf Schneider
Art Director/Copywriter/Illustrator/Designer/Typographer/Concept/Idea: Gito Lima
Managing Director/Consultant: Stefanie Wurst
Art Director: Juergen Krugsperger
Art Director: Desiree Denner
Consultant: Joris Junker
Brief Explanation: Being one of Montreal’s most anticipated events of the year, every year our key challenge is to create a wow factor and impress the audience as much as the evening itself will – with just a theme, a menu, and no budget. We believe in giving back to our cultural community in Montreal, and have involved suppliers to contribute to this event as well.
Describe the brief from the client: Montreal’s well-established Théâtre du Nouveau-Monde hosts, once a year, a benefit event that consists of a thematic dinner theatre entitled Cena. Guests are seated on the stage and enjoy performances from the actors, making the evening a one-of-a-kind experience. A renowned guest chef develops a gastronomic menu for 500 people consistent with the year’s chosen theme – this year’s being Russian.
Description of how you arrived at the final design: We created the theme “Cenakovski,” and proposed to transform the menu into a series of posters to not only promote the event, but also to serve as a take-home souvenir for the attendees. A double-sided monochromatic poster in fluorescent red was created in offset printing, consisting of a unique design on the front, and three different Russian symbols on the back presenting the menu: a Russian doll, a bottle of vodka and a space shuttle.
Indication of how successful the outcome was in the market: Year after year, we succeed in creating intrigue and anticipation for what the following year’s event will hold.
Advertising Agency: Cossette, Montreal, Canada
Chief Creative Officer: Michel De Lauw
Executive Creative Director: Antoine Bécotte, Carlos Garavito
Creative Director: Barbara Jacques
Art Director: Marc-André Rioux
Copywriter: François Forget
Account Manager: Sylvie Giroux
Designer: Marc-andré Rioux, Isabelle Allard
Graphic Designer: Daniel Cartier, Nathalie Boucher
Illustrator: Marc-André Rioux
Brief Explanation: To raise awareness of the amount of species that are nearing extinction across the globe, while giving people the opportunity to donate or to find out more by visiting the BBC Wildlife Fund website.
Describe the brief from the client: The BBC Wildlife Fund raises awareness and funds to save threatened wildlife and places around the world. We were briefed to develop an awareness campaign that could convey the ongoing serious issue of the large variety of species which become extinct each year.
Description of how you arrived at the final design: A calendar was developed to keep the fund at front of stakeholders minds each day, whilst also directly showing the effect mankind is having on the planet. Sent out on January the 1st (with a red pen), the calendar prompts the recipient to cross out a different species everyday of the year.
Indication of how successful the outcome was in the market: There has been an increase in traffic to the website. It is too early to tell if there has been any significant increase in donations.
Advertising Agency: The Chase Creative Consultancy, Manchester, United Kingdom
Creative Director: Oliver Malty
Designer: Chris Challinor, Rebecca Low, Dulcie Cowling
Brief Explanation: Shu’s deals with all sorts of creative professionals. Different types of individuality and uniqueness generate a “chemical reaction,” and a chemical reaction creates a work of art offering an unprecedented value. The challenge was to generate completely different colours and textures in one envelope to express “chemical reaction.”
Describe the brief from the client: Shu’s Production is a visual production company who offers creativity and strong uniqueness. They requested us to develop a company tool that reflects who they are in a way that’s completely different than other companies so as to provide newness to the receiver. They wanted a never-seen-before tool that couldn’t be imitated by any other company.
Description of how you arrived at the final design: 4-colour offset printing is rendered on usual envelopes, but for Shu, the objective was to generate a completely different, extraordinary texture. As a printing technique, we used foil, which can be soldered through heat, in order to create deep, vivid colours and luster that wouldn’t be generated by the usual printing method. For material, we utilised rough-textured tant paper. Foil develops luster with deep and vivid colors. Tant paper creates rough and vivid colours. The two facets create a “collision” between colours and textures, contributing to a halation effect which expresses “chemical reaction.”
Indication of how successful the outcome was in the market: More than 5,000 pieces were sent to people in the industry. The receivers responded well and because of the envelope the number of inquiries and new assignments went up. In Japan, it received a pre-nomination from the Art Directors Club Tokyo Award.
Advertising Agency: Ogilvy & Mather, Japan Executive Creative Director: Shingo Ichimura Executive Creative Director: David Morgan Copywriter: Batistuta Bazooka Art Director: Yasutaka Akagi
Brief Explanation: A normal wall calendar is to be thrown away after a year but our wall calendar can be turned into 12 modelling kits to be assembled and displayed for others to see.
Describe the brief from the client: Tamiya wanted to seize the New Year as an occasion to connect and build a lasting bond with its customers.
Description of how you arrived at the final design: Every month make a different model. The anticipation for each month to end so another model can be built adds to the fun and excitement that lasts throughout the year.
Indication of how successful the outcome was in the market: As a premium gift, the calendar pulled more customers into the stores during the holiday season. It created not only brand exposure but also brand interaction throughout the year, and became a bounding tool that strengthened the connection between the brand and modelling enthusiasts.
April 5, 2011 at 01:00 · Filed under Design, Print
Advertising Agency: FP7/BAH, Manama, Bahrain
Creative Director: Fadi Yaish
Graphic Designer: Ryan Atkinson
Copywriter: Steve De Lange
Typographer: Ryan Atkinson
Brief Explanation:
The challenge was to create a piece of communication that really spoke to creative people in a meaningful and interesting way. We wanted people to not just look at our communication, but make them think.
Describe the brief from the client:
After implementing several highly successful digital media campaigns, the Fortune Promoseven Network wanted to come up with a campaign establishing itself as an expert on digital media, and the leader of the field in the Middle East.
Description of how you arrived at the final design:
We created a series of posters under the heading of “The Evolution will not be Televised”. These copy/design driven posters – which were aimed at advertising professionals – imparted various truths and words of wisdom relating to digital media in particular and advertising in general in an engaging, sometimes humorous way. These posters were handed out to all attendees of the Mena Cristal Awards 2011, where FP7/Bahrain won multiple awards for their digital media entries, as well as the Cyber Grand Cristal for Mena/Europa.
Indication of how successful the outcome was in the market:
Hundreds of people experienced ‘The Evolution will not be Televised’ posters at the Mena Cristal awards. In addition, the posters featured on the frontpage of the Behance.net page, Designyoutrust.com as well as hundreds of other design sites and blogs, allowing them to be exposed to an even wider audience.
“Design Invasion – They came from another galaxy. So they were a bit tired.
“Monstrous creatures: half men, half designer! A story of terror, fear,
typography!”
Advertising Agency: Stockholm Design Lab, Stockholm, Sweden
Brief Explanation: A big challenge was the distance work from Sweden to Italy. The key objective: to communicate the theme “making worlds”. A challenge was also to find a theme with a large number of applications and formats and to create a strong identity which does not ‘compete’ with the exhibited art work of the Biennale art exhibition.
Brief from the client: The assignment was to create a new, strong visual identity that would communicate the theme “Making Worlds”. The visual identity should both reflect the atmosphere of the Art Exhibition, keep all activities together and create an extraordinary interest. Description of how you arrived at the final design: The design concept for “Making Worlds” is a graphic language with a visible connection to the world, that communicates its message clearly. Stockholm Design Lab combined elements from something truly universal – all the flags of the world – and created something new by deconstructing the flags in neverending combinations. The making of worlds with abstract forms.
How successful the outcome was in the market: The 53rd International Art Exhibition closed on Sunday 22nd November with a record number of visitors: 375,702 visitors (319,332 in the previous edition, increase of 18%) with an average daily visitor number of 2.223. Exceptional media coverage: 5,868 accredited journalists (5,691 in the previous edition), and 104 television channels from around the world. Extraordinary presence of young audiences and students, totalling 132.185. The 53rd Exhibition saw the participation of an unprecedented number of national entries (77) and collateral events (44)
Brief Explanation: Designed with a purpose for everyday use, these eraser/usbs are meant to serve as a constant reminder of Alzheimer’s New Zealand’s importance, as well as help New Zealanders realise how important our memories are, and how difficult life can be for those living with this disease.
Brief from the client: Design a memorable piece of communication that raises awareness of the disease’s early warning signs, like memory loss, as well as reminding everyday New Zealanders of the importance of Alzheimers New Zealand.
Final design: Actual working erasers were hollowed out and fitted with USB memory sticks. The message displayed on the top is: ‘Alzheimer’s erasers your memories. Save them.’ On the reverse side was the Alzheimer’s New Zealand logo and website. The place you can turn for more information and support. alzheimers.co.nz.
Indication of how successful the outcome was in the market: Alzheimer’s New Zealand distributed these eraser/usbs amongst the public, sent them to various local organisations, as well as distributed them to local politicians, with a letter, in an attempt to raise awareness of the charity. They have received positive feedback and they’ll hopefully continue to leave people with some sort of understanding of what people with Alzheimer’s go through everyday, and where they could turn for more information and support.
Advertising Agency: Colenso BBDO, Auckland, New Zealand
Executive Creative Director: Nick Worthington
Copywriter/Art Director: Jonathan McMahon
Art Director/Copywriter/Designer: Lisa Fedyszyn
Account Manager: Stefanie Robertson
Planner: Hayley Pardoe
Agency Producer: Phil Newman
Designer: Phila Lagaluga
International campaign launched through the most important magazines in the world in the sector of graphic design, communications and trends (Creative Review, Print, I-D…). The campaign questions the idea of designers as artists, defining them as workers, professionals, ironically using highly “artistic” executions and positioning the school as a place that introduces professionals for the labour market.
Advertising Agency: Soon in Tokyo, Barcelona, Spain
Directors: Johnny Kelly, Matthew Cooper
Creative Directors: Angelo Palma, Javi Donada
Copywriter: Angelo Palma
Designer: Thiago Monteiro
Designer: Javi Donada
Even if the guy’s dressed in his favorite old white tee shirt, with this napkin at his neck he’ll actually look like he made the effort to get “dressed for dinner”. A great conversation piece at any party. 20 paper napkins to a package; five of each design. Cello wrapped. Measure 13” x 13”.
Marisa Schmidt, a couple therapist, had low budget and the need for a new, simple and direct publicity to reach new clients. Therefore, they decided to create a business card that would have the same impact as publicity piece.
Advertising Agency: Master Promo, Curitiba, Brazil
Creative Director: Marcos Minini
Art Director: Renan Molin
La Cambre Architecture founded in 1927, La Cambre is the best-known architecture school in belgium. It offers its students courses based on “creation” and “practice”. They prposed a new business card that best defines this school in the most unique way. The new business card of this school now takes the form of a Lego brick. This new business card perfectly represents La Chambre- Architecture where the “imagination” and “construction” are at the base of the formation of the young architects.
Advertising Agency: Leo Burnett, Belgium
Creative Director: Jean-Paul Lefebvre
Art Director: Marie-laure Cliquennois
Copywriter: Gregory Ginterdaele
The models of Gerd George arena’s models. But people on the street, people next door. That’s why he sends a telephone directory which looks like a typical model-book.
Advertising Agency: Serviceplan München/Hamburg, Germany
Creative Directors: Ekki Frenkler/Carlos Obers
Copywriters: Cosima Halt/Michael Reill/Carlos Obers
Art Director: Ekki Frenkler
Graphic Designer: Sonja Färber
Where were you the last time you had a great creative idea? Were you in your office, laptop ready to record every detail? Or were you out at a restaurant, coffee shop or bar, scrambling to capture your brilliance on shreds of caffeine- or booze-soaked cocktail napkins? For many creative people, entrepreneurs, artists and designers alike, the situation frequently tends to be the latter.
For this reason, global advertising agency Euro RSCG Worldwide has developed the Napkin Notebook, a spiral-bound collection of cocktail napkins ready to be filled with notes, sketches… and the next great business idea. Available soon at the MoMA store, each Napkin Notebook comes with its own pen. Pics of the notebook, taken by photographer Dan Lipow.
At www.napkinnotebook.com, you can sketch or write on the notebook, and email your creation or idea to a friend.
The Oh it´s fresh! – milk udder packaging. At the coffee shop chain “Oh it’s fresh!†– as the name might suggest – freshness is the name of the game, whether you go for tasty bagels, freshly squeezed juices or specialty coffees. And how better to demonstrate this commitment to freshness than by reflecting it in even the tiniest details in “Oh it’s fresh!†stores: the unusually designed single portions of milk with a little udder printed on them – the milk pretty much goes straight from the cow into your coffee!
Advertising Agency: Jung von Matt, Hamburg, Germany
Creative Directors: Arno Lindemann/Bernhard Lukas
Copywriter: Tom Hauser
Art Director: Soeren Porst
Graphic Designer: Lisa Port
