PERNOD RICARD 2015/2016 ANNUAL REPORT - MINDSET

ClientPERNOD RICARD
Category B05. Annual Reports & other Corporate Communication
TitlePERNOD RICARD 2015/2016 ANNUAL REPORT - MINDSET
Product/ServicePERNOD RICARD ANNUAL REPORT
Entrant W&CIE Paris, FRANCE
Idea Creation W&CIE Paris, FRANCE
Production W&CIE Paris, FRANCE
Credits
Name Company Position
Gilles DELERIS W&Cie Chief Creative Officer
Laurent BARBARAND W&Cie Creative Director
Jonathan WILSON W&Cie Art Director
Luc THABOUREY W&Cie Deputy Managing Director
Laura FEILLARD W&Cie Project Manager
Omar Victor DIOP W&Cie Photographer

The Campaign

Through the photos of the Group’s African collaborators, Omar Victor Diop - Senegalese photograph - expresses the richness of urban Africa and highlights the strategic convictions of the Group for the future.

Creative Execution

The overall design takes on the graphic convictions of the artist: • The wax – major design trend of 2016 – becomes a geometric pattern used thoroughly through the report - enabling the transcription of the photos’ energy within an institutional communication support. • The diamond, as a recurring pattern used in the artist waxes, comes to light within flat tint, to valorize the important content. • Colors both in the overall design and the photos work harmoniously together: dark colors highlighted by small patches of bright colors. • The medallion, adorned by each collaborator, symbolizes conviviality.

Indication of how successful the outcome was in the market

The best results of all: the « Mindset » concept has lived beyond the pages of the Annual Report, giving its name to an eponymous exhibition, during the Paris Photo Show.

Each year the group and the agency chose a photograph, to highlight the various strategic convictions of the company. Expressed by Senegalese photograph, Omar Victor Diop, Africa sets this year’s mindset. The photos of the collaborators reinforce the sense of pride and belonging to the group - collaborators who are one of the main target of this Annual Report, besides shareholders, financial advisors, investors, journalists and candidates.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

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