Title	LANGUAGE PLAY. LANGUAGE LEARNING.
Brand	LINGUA SIMPLEX
Product/Service	EDUCATIONAL PAIRS GAMES
Category	D03. NON-FOOD
Entrant Company	AMELUNG DESIGN Hamburg, GERMANY
Advertising Agency	AMELUNG DESIGN Hamburg, GERMANY

Name	Company	Position
Jonathan Sven Amelung	Amelung Design Gmbh	Executive Creative Director
Maritza Alicia Amelung	Lingua Simplex	Editor
Angela Wittchen	Amelung Design Gmbh	Illustrator
Jonathan Sven Amelung	Amelung Design Gmbh	Idea/Concept
Daniel Yaqub	Twentyfourpixel	3d
Jonathan Sven Amelung	Amelung Design Gmbh	Design

Brief Explanation

The challenge also was to develop an innovative and unique package box, which supports our idea-mechanic with opening mouths. The game packs can be expressed in new ways of interacting with players, seeking to create a direct and personalized dialogue with other players. By pushing upwards and the other downwards the lid slips off the game boxes. The character-illustrations will be transformed and the character-expressions changed in a funny playful manner, which supports the clichés of the characters. The mouths of each pack must become longer or shorter. Every game player can 'speak' over the game packs by handling the slip lid. Learning by speaking. Best in a playful way, because by playing we are known to learn most successfully.

The Brief

Lingua Simplex is a language development solution. Simple learning, that is the approach, by playful and interactive language learning. And that is exactly the challenge, to produce an excellent educational language game for everybody. Both for adults and for children. The task is to create for all ages an education game with a highly visible and attractive packaging design concept. One of the oldest games in the world is the pairs game.

How the final design was conceived

Normally a pairs game consists of two identical picture pairs. Based on that, we have changed this. Lingua Simplex - Pairs Game consists of 1 card with explanatory symbols and 1 text card with verbs. The text cards have to be read out loud and clear to all other players, which our game packs looks like. Each game pack is represented by a character with a typical geographical origin and nationality of their country. Countries which have stereotyped characters, so that each game pack personifies a character for learning the language inside.

Indication of how successful the outcome was in the market

The 3 biggest wholesalers in Germany distribute and display the boxes for sale, offering for sale, selling, delivering to stores and online-shops. Also Lingua Simplex started by selling on Amazon. For promotional activities we distribute the educational games among the children at the schools and language courses at German universities. The games were well received by the market, so that we have already planned to enlarge and continue the successful design of the classics collection to 5 further language games. In this sense: Language play. Language learning.