Pictured: Borja Borrero, Creative ED, Interbrand Madrid and Alicia Romero, Brand Manager, Mahou San Miguel
The international panel of jurors, professionals whose careers span decades in diverse disciplines of design, selected Interbrand for five Red Dot Award: Communication Design 2013 honors. Receiving 16,000 applications from 70 countries this year, the Red Dot Award is one of the largest and most renowned design competitions in the world. Interbrand Madrid, Seoul, New York, Hamburg and Cologne were all recognized for their innovative executions in animation, video creation, environmental design, and corporate design.
We’re proud to share an overview of our award-winning work as we celebrate this prestigious feat:
Selected one of the Red Dot’s select "Best of the Best" of 2013, Interbrand Madrid created and produced a video for the Spanish brewing company, Mahou. Aimed at garnering greater visibility of the beer brand (in an increasingly competitive market category) – the Madrid team delivered a compelling and unexpected audio-visual experience. Filmed in 360 degrees against a black background, different elements of the logotype and the label were used in a deconstructive mobile installation, rotating and superimposing them on top of the bottle to convey the high quality of this beer. Shown in a continuous loop, this approach resulted in the illusion of an endless ballet that revolves or dances around the bottle.
According to a statement from the jury: “This video manages to break loose from the familiar advertising aesthetics in this branch by creating an entirely new style. The various elements such as animation, typography and, above all, the sound design are interwoven in a highly elegant manner to order to create an engaging and lasting impression. The video thus gives convincing proof that beer can also be envisioned differently.”
Commenting on the award, Borja Borrero, Executive Creative Director of Interbrand Madrid said, “Having been recognized as one of the 62 ‘Best of the Best’ awards is an incredible honor. The video, which was first showcased at Mercedes Benz Fashion Week in Madrid, has been showed at various events and celebrations throughout the country. We’ve very proud of this work and believe it powerfully delivers against the brand proposition whilst proving an unique and compelling audiovisual experience.
Against the backdrop of Madrid’s comprehensive urban regulations concerning building signage, Interbrand Madrid made intelligent use of Repsol’s (the Spanish multinational oil and gas company) new building façade at its corporate headquarters. The vertical panels of the façade were redefined as a narrative medium. A deconstructed wordmark was applied there, using anamor-phic distortion. The environmental design has thus managed to both successfully deliver the message of the brand’s leadership aspirations and lend it a modern, dynamic expression.
Interbrand Seoul created a unique packaging design for BeautifulStore, an organic fair-trade chocolate brand produced by The Beautiful Coffee Foundation. The packaging design represents the growing hope made possible by fair-trade practices. The packaging stands out from competitive products due to a design solution that focuses on the ceremonial moment when the chocolate is unpacked. When the box is opened and the packet removed, the crown of a tree starts to grow. This growing cacao tree is a symbol of hope. It implies that society needs fair trade just as much as trees need water and light. A flexible color scheme allows customers to differentiate between the flavors, while the cocoa content of each blend is quoted in a highly visible place.
To support their 2013 International Consumer Electronics Show keynote presentation, mobile chip giant, Qualcomm, needed animations that showed the wonder, inspiration, and the engineering expertise behind the inventions of their company. Drawing inspiration from the technical drawings of electrical engineering, Interbrand New York created a system of symbolic diagrams. Designed to move and interact with each other beautifully on the screen, the animation takes the viewer on a visual journey inside the minds of the engineers.
Interbrand Hamburg and Cologne were recognized for their creation of Deutsche Telekom’s 2012 Annual Report. The publication features a fresh, unique approach to convey the idea that “anything is possible – you just have to Telekom it yourself.” The front cover features the core messages printed on top of each other, creating a playful moiré pattern. An enclosed magenta transparency provides a surprise for the reader – when placed on the illustrations in the first few pages, the patterns move. Photos of board members, clients and employees are shown as smartphone snapshots to reinforce the idea of how everyone is developing the digital future together. The facts and figures are clearly structured for quick reference.
The awardees received their trophies on stage of the Konzerthaus Berlin, held from October 18th to 19th in the company of 1,400 guests from around the world. Congratulations to our teams from around the world! To learn more about the Red Dot Awards, click here.
Lindsay Beltzer is Senior Associate, Global Marketing & Communications for Interbrand.