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Art Directors Club Germany "Feed your creativity"

basics
Industry: Professional & Public services
Media:Design & Branding
Style: Minimalism
descriptioncnen
Synopsis
For the ADC Festival 2018 a campaign had to be developed that tells a continuous story for the three communication phases “Junior competition”, “ADC competition” and “ADC Festival”. The overall aim was to create a new brand identity and to increase the submissions and ticket sales. Therefore, the campaign needed to be adaptable for a high variety of communication channels, including a live event and the belonging branding on site. To achieve these objectives, the campaign went back to the core of the ADC with the strong and simple motto “Feed your creativity”.
Outcome
The integrated campaign and the motto “Feed your creativity” provided a new and strongly recognizable look and storyline to the ADC. It fulfilled the requirements of the different communication phases and went along with the consumer for several months. Also the key objective of generating submissions and ticket sales went very well and turned the festival into a huge success.
Execution
The execution of the campaign is based on two main elements – handcrafted illustrations and hand-drawn typography – and is 100% handmade. Each layout is individually designed and does not follow any strict rules expect from a defined range of eight colors as well as black text and outlines. Moreover, the design is kept really rough, organic and focused on filling in the entire layout. These style elements ran though the entire campaign, starting from social media posts, posters, print ads, festival signage, website, an animated film as well as advertising material like t-shirts, tote bags and pins. Furthermore, the motto was even turned into reality with handmade cookies in shape of illustrated campaigns of the last years.
CampaignDescription
Focusing on ADC’s core again, the simple but strong motto “Feed your creativity” was developed. This motto offered the possibility to change ADC’s look into a very colorful and lighthearted identity, based on hand-drawn typography and playful illustrations that set the topic inspiration into the context of food. Each dish was individually crafted and represented one of the competiton categories like film, sound, photography or promotion. One final course, whose preparation was also the storyline of the film, rounded of the whole menu by combining elements of several dishes. Target audience of the campaign are all ADC members, submitter (agencies, juniors, clients), exhibition visitors, marketer, press and politicians.
credit
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Agency:
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Design
Communication > Posters
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Creation of a New Brand Identity
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