| Title | SILVER MERCURY |
| Brand | SILVER MERCURY FESTIVAL |
| Product/Service | DESIGN FESTIVAL |
| Category |
B02. TYPOGRAPHY |
|
Entrant Company
|
DDVB Moscow, RUSSIA
|
|
Advertising Agency
|
DDVB Moscow, RUSSIA
|
Credits
| Denis Lipa |
DDVB |
Creative Director |
| Darya Kaurtzeva |
DDVB |
Art Director |
| Anna Lukyanova |
DDVB |
Copywriter |
Brief Explanation
Challenge: To draw attention to “Silver Mercury” festival of effective marketing.
The Brief
Challenge: To draw attention to “Silver Mercury” festival of effective marketing.
How the final design was conceived
Solution: Demonstration of the marketing communications impact on each of the consumer’s senses
Indication of how successful the outcome was in the market
EARS: Typography of “creep into one’s ears” set phrase applies to the illustration: "sticky" and “ropy” font correlates with the image of ears, and "ears" lettering seems to be plastic as well as handset. In general, typography conveys the meaning of "creeps into one’s ears"phrase and communicates the fluidity and leak of rumors.
EYE: Font plays with set phrase "catch an eye" semantics: it is scratchy, with a ragged outline and sharp elements, serrated hooks.
NOSTRILS: The inscription "nostrils" has the same texture as the nose - it's something shiny and rubber. Inscription "tickles" reminds flamingo necks’ bends.