2019 Industry Craft
|Category||D02. Print & Publishing|
|Entrant||WHITE RABBIT Budapest, HUNGARY|
|Idea Creation||WHITE RABBIT Budapest, HUNGARY|
|Production||FLOSS CREATIVES London, UNITED KINGDOM|
|Istvan Bracsok||White Rabbit Budapest||Chief Creative Officer|
|Levente Kovacs||White Rabbit Budapest||Chief Creative Officer|
|Andre Nunes Bueno||White Rabbit Budapest||Associate Creative Director|
|Marcos Mendes Tanaka||White Rabbit Budapest||Senior Art Director|
|Luis Paulo Gatti||-||Art Director|
|Adam Lenart||White Rabbit Budapest||Copywriter|
|Levente Balint||White Rabbit Budapest||Client Service Director|
|Beata Stumpf||White Rabbit Budapest||Account Director|
|Lilla Katona||White Rabbit Budapest||Senior Account Manager|
|Borbala Tumo||White Rabbit Budapest||Digital Account Executive|
|Shamsher Walia||Floss Creatives||CEO|
|Alexa Antal||WWF Hungary||Head of Marketing & Communication|
Cultural / Context information for the juryPantone's Color of the Year draws attention to our colourful nature – and year after year their new colour becomes a driving force and inspiration for the creative industries, such as design and fashion. For 2019 Pantone picked Living Coral as the Color of the Year. But corals are in real danger nowadays: the world has lost about 50% of coral reefs. However, 25% of sea fish species depend on coral reefs, that play crucial role in maintaining healthy marine ecosystems, supplying half the oxygen we breathe. Unfortunately, living corals are on the brink of extinction, and their future is in doubt. We wanted to address this target audience, since they are powerful influencers and have a strong impact on younger generations. Our environmental conscious message raising awareness of endangered corals was amplified with the representatives of the design and fashion industry.
Tell the jury about the photography. Do not name the photographer.Inspired by Pantone's colour choice, we re-created the original Living Coral visual, but using garbage taken directly from the oceans. Trash placed against soft, pastel backgrounds transform the objects into an aesthetic experience – presenting a dramatic contradiction between the corals and their plastic polluted environment. With the real-life plastic garbage combined with coral, shot in soft, diffused light our aim was to expose the ugly truth by creating a composition that is colourful and tragically beautiful at the same time. Thus we created a shocking, realistic poster campaign to raise awareness of endangered corals, bringing this serious global problem into focus.
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.
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.
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.