Title | ELECTRIC CITY |
Brand | INNOGY POLSKA |
Product/Service | INNOGY POLSKA |
Category |
B02. Promotional Item Design |
Entrant
|
180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
|
Idea Creation
|
180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
|
Production
|
180HEARTBEATS+JUNG VON MATT Warsaw, POLAND
|
Credits
Mikołaj Sadowski |
180heartbeats + JUNG v MATT |
CHIEF CREATIVE OFFICER & PARTNER |
Agata Tomaszewska |
180heartbeats + JUNG v MATT |
Copywriter |
Bartłomiej Walczuk |
180heartbeats + JUNG v MATT |
Creative Director |
Agnieszka Wójcik |
180heartbeats + JUNG v MATT |
Account Executive |
Marek Zawada |
180heartbeats + JUNG v MATT |
Experiential Director |
Łukasz Deoniziak |
180heartbeats + JUNG v MATT |
Event Manager |
Szymon Gregorczyk |
180heartbeats + JUNG v MATT |
Technology Director |
Bartosz Włodarczyk |
180heartbeats + JUNG v MATT |
Designer |
Mira Winter |
innogy Polska |
Marketing Director |
Małgorzata Nieciecka |
innogy Polska |
Marketing Specialist |
Karolina Tyniec-Margańska |
innogy Polska |
Marketing Specialist |
Damian Piwowarczyk |
innogy Polska |
Marketing Specialist |
The Campaign
Keeping the rebranding in the back of our minds, we created recognizable branding that came straight from brand roots - electricity. Using circuitry diagrams, a new visual narrative was born. As it is purely about the brand values we kept the RWE identity, but at the same time we introduced the illustrations, look & feel closer to Innogy branding.
Creative Execution
To support the summer activations and easily create content we've created font and set of illustrations made of electricity. We also decided to make new neons for Warsaw (as they're part of its history, and almost all of old neons were destroyed during the WWII), highlighting Warsaw Mermaid (as an icon of Vistula River) and the Palace of Culture and Science - as the most recognizable building of Warsaw. Simplicity of the designs allowed us to transform electric visuals into real, lighting pieces of art. They can now be found in Warsaw Neon Museum, which is sponsored by RWE / Innogy and are exhibited nationwide.
Indication of how successful the outcome was in the market
Knowing that the branding is time-limited we created something eye-cathing that smoothed the transition between the brands.
Our neons we're widely shared around social media, and on stayed as a part of city history.
RWE was contributing to cities and its customers so it was important to create something more cultural rather than associated with the brand before RWE turned into Innogy. As our target group was very wide (from teenagers to elderly people) we needed to stay neutral in our approach.