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
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
Advertising Agency: Ogilvy, London, United Kingdom
Creative Director: Emma de la Fosse, Pavlos Themistocleous, Charlie Wilson
Copywriter: Katriona Gordon
Art Director: Kristal Knight
Producer: Rosemary Faulkner
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
Advertising Agency: DDB, Singapore Chief Creative Officer: Neil Johnson Executive Creative Director: Joji Jacob Creative Director: Thomas Yang Account Supervisor: Rowena Bhagchandani Art Director: Trevor Lim Copywriter: Pradeep D’Souza Photographer: Jeremy Wong / Nemesis Pictures Digital Imaging: Teo Lay Leng / Miracle Factory Published: March 2011
Advertising Agency: Dittborn & Unzueta Terna, UK Production Company: Argentina Cine Director: Martin Romanella Editor: Diego Panich Music: Sweet Nothin’ Lyrics: Brenda Lee Talent: Kate Moss Dancer / Rabbit: Luke Fetherston
Advertising Agency: Spillmann/Felser/Leo Burnett, Zurich, Switzerland Executive Creative Director: Martin Spillmann Creative Directors: Dan Strasser, Patrick Suter Copywriters: Patrick Suter, Reto Vogler Art Directors: Dan Strasser, Roland Buob Art Buyer: Anna Colby Account: Rebecca Krausse, Stefanie Brauchli, Flurin Hardt Photographers: Metz + Racine Published: June 2011
Brief Explanation:
Las Vegas was once the city of sin. Now it has become a city of clichés. Hotels have relied on gimmicks and themes to distinguish themselves, creating a cluttered marketplace. The Cosmopolitan of Las Vegas is committed to building a platform for fresh and provocative content that sits at the intersection of art and technology. Throughout the resort are multiple points for customers to experience digital artwork including more than 500 displays of different shapes, sizes and resolutions built into the architecture. Our challenge: create an immersive experience for hotel guests that set The Cosmopolitan apart on the strip.
Describe the brief from the client:
The Cosmopolitan of Las Vegas is a $3.9 billion dollar resort, casino and hotel located on the center of the strip. When the Cosmopolitan Hotel planned to open its doors on New Year’s Eve 2010, they set out to create a more meaningful guest experience for a different class of traveller. Our assignment was to help The Cosmopolitan of Las Vegas position itself as a luxury destination, adding an entirely new dimension to the Las Vegas experience.
Description of how you arrived at the final design:
Digital Kitchen approached the portals as digital canvases and the entire resort as a curated art gallery. We invented a narrative showcase incorporating elegant, fantastical, and often poetic interpretations of life travels in an enlightened, lucid dream, blurring the lines of past present and future into one classic-timeless visual style. The narrative spoke directly to our target audience, the Creative Class, 59 million Americans who are open minded and enjoy adventure. Each story within the narrative tied together evolved throughout the day and had the flexibility to be tailored for special events (New Years, Chinese New Year, etc).
Indication of how successful the outcome was in the market:
The opening of The Cosmopolitan of Las Vegas on New Year’s Eve 2010 was one of the more highly anticipated hotel openings in recent Las Vegas history. While we cannot report exact booking and business figures since the hotel is not 100% completed, the hotel is extremely satisfied with business results to date.
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
Describe the brief from the client: Could we become No. 1 without increasing the number of stores? We made an in-depth study into Koreans once more. Korean are the 2nd most hard-working country in the world! For them, grocery shopping once a week is a dreaded task. So we decided to approach these busy and tired people.
Creative Execution: South Korea is a unique market. Even the most powerful global corporations tend to fail miserably in the Korean market. Walmart and Carrefour had to pack up their bags and leave. On the contrary, Tesco has been evolving itself, adjusting to the local market. It even changed the name itself, from Tesco to Homeplus! And at last, it grew to rank No. 2 in Korea! But Tesco had to overcome one obstacle? A fewer number of stores compared to the number one company, E-mart.
Describe the creative solution to the brief/objective: Let the store come to people! We created virtual stores in subway station hoping to blend into people’s everyday lives. Our first try was busy subway station in rush hours. Although virtual, the displays were exactly the same as actual stores – from the display to merchandises. Only one thing is different, you use smart phones to shop! Scan the QR code with your phone, and the product automatically lands in your on-line cart! When the online purchase is done, it will be delivered to your door right after you get home.
Describe the results in as much detail as possible: People could meet Tesco Homeplus wherever they go, not having to visit the actual store. Moreover they could make good use of the wasted times and enjoy their free time. After this campaign, on-line sales increased tremendously (Nov.2010-Jan.2011). Through this campaign, 10,287 consumers visited the online Homeplus mall using smartphones. The number of new registered members rose by 76%, and on-line sales increased 130%. Currently, Homeplus has become No.1 in on-line market and is a very close 2nd offline.
Advertising Agency: Cheil, Seoul, Korea
Executive Creative Director: Joungrack Lee
Creative Director: Youna Chung
Art Director: Youna Chung, Youbin Bang, Yeonjoo Lee
Copywriter: Misu Yi
Photographer: Skyteam
Illustrator: Sungmin Jee
Account Manager: Joowon Han
Computer Graphic: Moon & Sun
“Your home doesn’t have to impact the environment.”
Advertising Agency: Bensimon Byrne, Toronto, Canada Creative Directors: Ian Mackellar, Hayes Steinberg Art Directors: John McDougall, Kevin Filliter Illustrator: Geoff Donovan
