| Title | SPEAKING IMAGES 2015 |
| Brand | WORLD PRESS PHOTO |
| Product/Service | WORLD PRESS PHOTO ANNUAL 2015 |
| Category |
C06. Publications & Media |
|
Entrant Company
|
SERVICEPLAN Munich, GERMANY
|
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Advertising Agency
|
SERVICEPLAN Munich, GERMANY
|
|
Advertising Agency 2
|
PLAN.NET Munich, GERMANY
|
|
Media Agency
|
MEDIAPLUS Munich, GERMANY
|
|
Production Company
|
INSTITUTE FOR PRINT AND MEDIA TECHNOLOGY AT CHEMNITZ UNIVERSITY (PMTUC), GERMANY
|
|
Production Company 2
|
HASTINGS AUDIO NETWORK Hamburg, GERMANY
|
|
Production Company 3
|
ATELIERBUCH Chemnitz, GERMANY
|
Credits
| Alexander Schill |
Serviceplan |
Chief Creative Officer |
| Cosimo Moeller |
Serviceplan |
Executive Creative Director |
| Matthias Harbeck |
Serviceplan |
Executive Creative Director |
| Joana-Marie Stolz |
Serviceplan |
Creative Operations Manager |
| Katy Pergelt |
Serviceplan |
Agency Producer |
| Leonardo Assad |
Serviceplan |
Copywriter |
| Valerie Koch |
Serviceplan |
Copywriter |
| Fabian Hupfauf |
Serviceplan |
Art Director |
| Franziska Stroehle |
Serviceplan |
Graphic Designer |
| Florian Panier |
Serviceplan |
Executive Creative Producer |
| Prof. Dr. Arved C. Huebler |
pmTUC |
Professor of Print and Media Technology |
| Maxi Bellmann |
pmTUC |
Producer |
| Martin Mellendorf |
pmTUC |
Producer |
| Cornelia Beate Ahnert |
atelierBUCH |
Bookbinding/Book Designer |
| Oscar Meixner |
Hastings Audio Network |
Sound Design |
| Maurice Kraemer |
Hastings Audio Network |
Sound Design |
| Dennis Gunske |
Hastings Audio Network |
Audio Producer |
| Thomas Kisser |
Hastings Media Mus |
Sound Design/Music Composer |
Brief Explanation
Since 1955, World Press Photo has honoured the world´s best photojournalism. The resulting archive is not only a record of more than half a century of human history, but also a showcase of successive styles in photojournalism. In order to promote the 2015 World Press Photo Awards, to raise awareness on the story behind the winning pictures and, on top of that, surprise the audience and the press, we developed an innovative use of the print media: 2015 World Press Photo Speaking Images - the first book, where every single photo will be able to literally speak.
Results and Effectiveness
With more than 300 Articles within the first five days and a reach of 16 million people in unpaid media - the World Press Photo Speaking Images attracted high attention – including well-known publications such as Focus, Bild, mdr, RTL Aktuell, Wired, Page and Wissenschaft24 – since it did not only show the best images of the year, but also the stories behind them in a never-before-seen-and-heard way. Plus, the idea contributed to the development of a new technology, which is the next step in the history of print technique.
Creative Execution
Through an innovative printing process, developed in the last 7 years in conjunction with the Chemnitz University of Technology, each printed image is also a fully printed loudspeaker. Each image tells the observer its own unique story, provides background information and evokes emotion with genuine voices and authentic sounds. The book was launched for the first time on the World Press Photo Awards Days, where photographers and press were able to experiment a fully new sensorial experience.
Insights, Strategy and the Idea
The target audience is made of journalists, photographers and photography lovers. Such a demanding target group would not be efficiently reached using traditional broadcast. To really surprise them, we developed an innovative direct communication tool.