Simply the best - the nominees for the red dot: grand prix
This week: nothing but advertising?!
The prospects for communication designers and advertising agencies are rosier now than they have been for a long time. Industry experts and institutes everywhere are reporting economic growth which is also sending impulses to the communication design industry. This upward trend will benefit in particular those creative artists who have focused on quality and on courage in the past months. This is because they made use of the opportunity to use strong ideas to set themselves apart from the competition. In the coming weeks, we want to present some of these designers and agencies to you. Their work stands out so clearly from the more than 6,000 entries to the red dot award: communication design 2010 that the jury has nominated them for a red dot: grand prix. This is the top individual award in the competition and is only awarded to a maximum of one entry in each category. The excitement will continue to mount until the award ceremony on 8 December 2010, however, as the winners of the red dot: grand prix are announced live on stage. In the meantime you can familiarize yourself with the entries and make your own mind up. For the next six weeks, we will introduce you to the nominees in a different category every week.
The first category is “Advertising”:
"Fashion Faces", FutureBrand Germany
Advertising can give fashion a face, even without the help of models. The agency FutureBrand Germany has provided impressive proof of this with its poster campaign for the new online fashion store “Yalook.com”. Individual pieces from the collection, like a pair of Diesel jeans or a shirt from Cinque, are put together in a way that shows their true face – their “Fashion Face”. These Fashion Faces, photographed by Bela Borsodi in New York, become the stars of this unique and high-profile campaign. The result is devilishly good, which is why it has been nominated for a red dot: grand prix.
"Hangover", Heye Group
A headache tablet before going to bed may very well be a good precaution against the unpleasant after-effects of drinking alcohol the evening before, but based on the McDonald’s “Hangover” ad, it is not the only cure. The advert suggests that enjoying a Big Mac can have a similar effect. Because a Big Mac is more than just a burger. The poster is the creation of Heye, McDonald’s agency of choice, and uses wit and intelligence to coax young people into one of the many branches that are open round the clock at night-time too, in order to raise sales at night. This work certainly does not give a morning-after feeling, which is why is it has also been nominated for a red dot: grand prix.
"Braun Hair Tattoo", BBDO Germany
How can you position a hair trimmer as the most precise styling device for men without injuring the pride of the target group? BBDO Germany decided to use humor to dramatize the extreme precision of Braun’s Precision Trimmer. The poster campaign shows the most intricate “hair tattoos”, created by shaving out lines and spaces with striking masculine motifs on men’s backs and chests. This fusion of precision in the form of the trimmer and the alleged male flaw of body hair results in perfection. The message is loud and clear – also for the jury, which has nominated “Hair Tattoo” for a red dot: grand prix. www.braun.com, www.bbdo.de
“Unseen”, BBDO Germany
Photos from picture archives have the reputation for being boring and lacking in creativity. Often it feels like you have seen them a million times before. By contrast, SPUK Pictures aims to position itself as a stock photo agency for exclusive and exciting images. Using the motto “See the Unseen”, BBDO Germany has created an example of a very special image that attracts the attention not just of the actual target group (media experts) but of everyone who sees the picture in the ad in the daily newspaper. This is because the image shows a new angle on one of the world’s best-known pictures, which shows Marilyn Monroe in her white halter-neck dress standing over an air vent and attempting to hold down her dress as it blows up in the wind. The “unseen” angle is the one of the person who may have been standing under the air vent at just the right moment … The jury members for the red dot award: communication design 2010 already awarded this creative achievement a red dot: best of the best and have now nominated it for a red dot: grand prix.
"A part of Italy", Philipp und Keuntje
Lamborghini belongs to Italy just like pizza, pasta, vespa or espresso – Philipp und Keuntje’s ad campaign “A part of Italy” conveys this message in an unequivocally clear way when you take a closer look at the images created for the campaign. They show typical Italian cityscapes with a twist that is not immediately obvious: almost everything has been systematically replaced with Lamborghini components. Despite the rust-colored tones used, this charming idea is certainly not rusty and is also nominated for a red dot: grand prix.
We would like to take this opportunity to invite you to make a note of the date for the award ceremony on 8 December 2010 and to join us when we announce “And the winner is…!”. Advance ticket sales will commence shortly.
Next week we will present the nominees for the packaging design category under the motto “First impressions last”.