Title | DECODICONS |
Brand | LANGENSCHEIDT & CO. |
Product/Service | LANGENSCHEIDT TRANSLATION DICTIONARIES |
Category |
C05. POINT OF SALE |
Entrant Company
|
GREY DUSSELDORF, GERMANY
|
Advertising Agency
|
GREY DUSSELDORF, GERMANY
|
Media Agency
|
GREY MEDIA Düsseldorf, GERMANY
|
Credits
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.