Winners & Shortlists

DECODICONS

TitleDECODICONS
BrandLANGENSCHEIDT & CO.
Product/ServiceLANGENSCHEIDT TRANSLATION DICTIONARIES
Category A01. POSTERS
Entrant Company GREY DUSSELDORF, GERMANY
Advertising Agency GREY DUSSELDORF, GERMANY
Media Agency GREY MEDIA Düsseldorf, GERMANY
Credits
Name Company Position
Fabian Kirner GREY Germany Gmbh Chief Creative Officer
Alexandros Antoniadis GREY Germany Gmbh Creative Director
Martin Venn GREY Germany Gmbh Creative Director
Markus Werner GREY Germany Gmbh Art Director
Thomas Kuhn GREY Germany Gmbh Senior Copywriter
Michael Rewald KW43 BRANDDESIGN Managing Director
Bettina Chamier KW43 BRANDDESIGN Director Client Services
Peter Engel GREY Germany Gmbh Director Of Production
Miriam Pospiech GREY Germany Gmbh Miriam Pospiech
Brigitte Pasch Langenscheidt Gmbh/Co.kg Brand Manager
Steffen Bärenfänger GREY Germany Gmbh
Neil Elliot GREY Germany Gmbh
Jörn Engler GREY Germany Gmbh
Oliver Gelbrich GREY Germany Gmbh
Mark Hendy GREY Germany Gmbh
Milena Munsch GREY Germany Gmbh
Mathias Renner GREY Germany Gmbh
Anne Katrin Trybek GREY Germany Gmbh

Brief Explanation

Even though from their childhood almost every German knows Langenscheidt, we were tasked to launch a new campaign for its bilingual dictionaries. Why? Because in times of mobile translation services, iconic printed dictionaries like Langenscheidt need to be put back into the minds of the consumers.

The Brief

The German company Langenscheidt has been publishing bilingual dictionaries since 1856. They asked us for a campaign that shows the benefits of Langenscheidt translation dictionaries: which make it possible for everyone to understand foreign languages quick and easy – even languages with totally different writing systems.

How the final design was conceived

The basis of the written word goes back to cave paintings, hieroglyphs and other pictorial representation. That fact was the foundation of our campaign. By adding just a few elements to the actual word we went a huge step back in time and made the written word a pictogram of its actual meaning. Just by using the Langenscheidt color-code of yellow and blue we made the role of the brand visible.

Indication of how successful the outcome was in the market

The campaign is rolling out until end of 2014. Final results are not determined yet. Up until now the campaign has gathered a lot of awareness from well-know websites and blogs.