| 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
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SERVICEPLAN Munich, GERMANY
|
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Advertising Agency 2
|
PLAN.NET Munich, GERMANY
|
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Media Agency
|
MEDIAPLUS Munich, GERMANY
|
|
Production Company
|
INSTITUTE FOR PRINT AND MEDIA TECHNOLOGY AT CHEMNITZ UNIVERSITY (PMTUC), GERMANY
|
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Production Company 2
|
HASTINGS AUDIO NETWORK Hamburg, GERMANY
|
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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 |
The Brief
World Press Photo asked us to design a special edition of their yearbook. In the brainstorming process, we wanted to make the book visually more impacting by removing a great amount of text, but the client finds more and more relevant to tell what is behind the winning pictures. How can you tell the stories of the photos without using text?
Campaign Success
In order to tell the stories behind the winning pictures, we developed a unique project: 2015 World Press Photo Speaking Images - the first book, where every single picture will be able to literally speak. 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 Award Day, where photographers and press were able to experiment a fully new sensorial experience.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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 a unique project: 2015 World Press Photo Speaking Images - the first book, where every single photo will be able to literally speak.