| Title | TWELVE |
| Brand | SERVICEPLAN GROUP |
| Product/Service | TWELVE MAGAZINE |
| Category |
B02. Publications and Brand Collateral |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Production
|
SERVICEPLAN GERMANY Munich, GERMANY
|
Credits
| Alex Schill |
SERVICEPLAN GROUP |
Global Chief Creative Officer |
| Beate Gronemann |
SERVICEPLAN GROUP |
Art direction/Picture desk |
| Alexandra Berger |
SERVICEPLAN GROUP |
Editor-in-chief |
| Julia Becker |
SERVICEPLAN GROUP |
Concept/Project lead |
| Franziska Siebald |
SERVICEPLAN GROUP |
Project management |
| Marie Jeanson |
SERVICEPLAN GROUP |
Project management |
| Katy Pergelt |
SERVICEPLAN GERMANY |
Lead print media production |
| Jonathan Meese |
Freelance artist |
Artist |
Background
The Serviceplan Group publishes TWELVE magazine, our individual annual review, once a year since 2015. With an overarching theme – which, amid the coronavirus pandemic, is “Rethink” for this issue – TWELVE covers the most important topics and trends related to brands, media and communication. The theme not only runs through the current issue of TWELVE like a common thread but is also reflected in our rethink of its visual concept. We gave German contemporary artist Jonathan Meese carte blanche to treat the magazine as a “blank canvas”. He was given a raw version of the layout containing only texts and photos. The resulting artwork redefines the “Rethink” concept on every page and inspiring the reader to think beyond the contents and layout. With a print circulation of 10,000 copies, TWELVE is sent out to the Serviceplan Group’s most important clients and contacts in Germany and abroad.
Describe the creative idea (40% of vote)
TWELVE is a platform for the opinions and perspectives that influence our communication. The 2021 edition takes the current situation as an opportunity for a rethink. As well as the individuality of its content, our aim is also to impress with the design. “Rethink” is not only the theme for the articles, but also the publication itself.
Describe the execution (40% of vote)
We entrusted artist Jonathan Meese with the design, giving him free rein to use the magazine as a blank canvas. He was given a raw version of the layout containing only texts and photos. The resulting artwork takes the form of a magazine but disrupts the reader’s viewing habits. With this second, artistic level, the “Rethink” concept is expressed on every page and inspires new ways of thinking.
List the results (20% of vote)
With a print run of 7,000 copies, TWELVE is available in English and German. As well as being sent out for free to a carefully selected group of recipients, it can also be purchased for €30.