The winners of the highest distinctions

Kunde:
Anzen Health
Chicago, USA

Design:
RAW Materials
Austin, USA

SERVICEPLAN GERMANY
Munich, Germany

Since its foundation in 1970 as a traditional advertising agency, the Serviceplan Group has united all communication disciplines under one roof: brand strategists, creatives, experience designers, marketing technology experts, CRM experts, data scientists, market researchers, PR consultants and sales professionals – they all pull together here. In the House of Communication, the fully integrated agency model, the precise interaction between the large number of specialised agencies from Strategy & Consulting, Creative & Content, Platform & Technology and Media & Data ensures holistic communication strategies: “What unites us all is our passion for building and coaching fascinating brands. Brands that are economically successful and trigger emotions in the minds of consumers – the best brands.” For Europe’s largest owner- and partner-managed agency group, innovative communication means finding new ways into the hearts of consumers – in terms of content, media and technology. This is practised every day at the House of Communication and is also reflected in the large number of national and international awards. Two extraordinary and socially highly relevant realisations once again underscore the claim to excellent communication.

Red Dot: Have you been personally touched by this tragic topic and the stories of those affected?
Raw Materials | SERVICEPLAN GERMANY: Because this problem is so widespread, it would be hard to find someone in the US who has not been personally affected. I am no exception – opioid addiction has cost or irrevocably ruined many lives, including those of people close to me.

How did you approach this project?
This initiative was developed in collaboration with a group of NGOs, healthcare providers, communication experts, artists and activists. From free medication to rehabilitation programmes, there is a wealth of resources for people struggling with addiction. And yet the crisis rages on. We knew the challenge would be to make these resources available to people when they need them.

Client:
Army Marketing Enterprise Organization
Chicago, USA

Design:
Team DDB comprised of Siegel+Gale and DDB Chicago
New York, USA

The creative pace set by 3st kommunikation with the PUMA Online Annual Report 2023 “PLAY.FASTER” is as dynamic as the development of the agency, which was founded in 1997. After just three years, the agency formed its own digital unit (3st Digital), adding its own content team in 2013 and its own in-house film team in 2016. In 2020, 3st and 3st Digital were reunited and became part of the F.A.Z. Group through a majority stake held by Fazit Communication. With offices in Cologne and Leipzig and 100 employees, the aim of creating distinctive, authentic and holistic brand experiences has remained the same to this day. The creative team sees the basis for successful implementations in a dialogue-oriented, open and transparent way of working – be it for digital solutions, distinctive branding or targeted content creation. Consequently, 3st also views reporting as an opportunity to make brands more approachable, and to actively involve stakeholders in the corporate world. Captivating storytelling and interactive elements are tried-and-tested tools that were also used in the PUMA Online Annual Report 2023 in a well-thought-out and graphically impressive way. And since the long-standing client itself has a high affinity for design, the surprising and fast-paced implementations literally fly to the finish line … faster and faster, year after year!

Red Dot: PUMA’s online annual report has been characterised by progressive implementation for several years now. Has the 75th anniversary given it an extra boost this time?
3st kommunikation GmbH: Yes, absolutely. PUMA has been pushing the pace for 75 years. That’s why we go to great lengths every year to exceed the benchmark of the previous year. The fact that this year was also a big anniversary was a motivation for us to be even bolder and visually more powerful. The idea was to package the diverse history in a correspondingly diverse visual appearance.

One highlight are the three mini-gamifications – why were these integrated?
The title “PLAY.FASTER” literally screams for it, and the PUMA team is open to such ideas. The heart of the PUMA brand is sport and the performance of its athletes. They are the ones who set the direction for the company with their ambitions. But this year we also wanted to get readers actively involved. This year’s content is even more tangible and therefore even more accessible. 

Kunde:
Interbrand
Madrid, Spain

Design:
Interbrand
Madrid, Spain

The ranking of the 30 most valuable brands in Spain analysed by Interbrand has Zara, Santander and Movistar at the top, followed by other prestigious names. They were all honoured at a gala at the Prado Museum and surprised with a special series of posters. Interbrand’s Madrid office selected a corresponding painting for each brand from the countless works in the Prado Museum’s collection. AI was used to generate a modern counterpart, resulting in a fascinating fusion of past and present, a subtle translation of the essence of a brand, and at the same time a symbol of value creation. These 30 stand-alone yet connected posters likewise became the subject of an online campaign and, of course, the CMOs and CEOs also received a framed piece representing their brand. Interbrand has succeeded in translating values and the spirit of companies in a surprising way not only in this project but in many others as well, as it has been one of the world’s leading design agencies for over 50 years. Its portfolio includes bold campaigns, clear corporate identities for top international brands, and innovative stagings. With “Maestros”, Interbrand Madrid realised another high-profile project. Even the board of the Prado Museum was so enthusiastic about the idea that it included the exhibited works in its archive.

Red Dot: What was the basic idea behind the exhibition of Spain’s 30 most valuable brands?
Interbrand: The Prado Museum in Madrid offered an incredible opportunity to talk about the top 30 brands in Spain and simultaneously reflect them in 30 iconic masterpieces from the museum. We wanted to connect the past with the future, legacy with disruption. First, we selected the 30 masterpieces that best represent the spirit of the 30 brands in the ranking. Then, using AI, we generated 30 visual narratives as a counterpart and combined the two on one poster. The result is a tribute to the works of old masters, yet also to the disruptive spirit of the 30 brands in the ranking.

Your team analysed thousands of works of art from the Museo del Prado. An incredibly complex process – how did it proceed?
The Prado Museum’s website features almost 20,000 works in its online catalogue. We first created an overview of the pieces and used filters to select those that we felt were the best match. At the same time, we fed the AI with ideas inspired by these masterpieces to create an artistic complement. Finally, both had to be aligned on a visual and conceptual level, without losing sight of what we really wanted to convey with each poster and for each brand.

Kunde:
Elastique GmbH
Cologne, Germany

Design:
Elastique GmbH
Cologne, Germany

With offices in Cologne, Berlin and Munich, Elastique. unites a feel for complex topics, a high affinity for technology, and an interdisciplinary way of working with a boundless curiosity for everything that lies beyond supposed boundaries. “We have dedicated ourselves to staging brands and their innovations. We are fascinated by telling topics in new ways and creating unseen images in the process,” say the creatives. The constant change of perspective is just as important to them as the realisation of works with character. This applies to customised implementations for renowned clients as well as to independent projects, which are pursued with the same meticulousness and perfection. “Mirror Me” is another impressive masterpiece in their portfolio. Agency founder and creative director Andreas Schimmelpfennig initiated this kinetic installation, which offers visitors a fascinating experience and allows them to become a part of it at the same time. Two cobots move mirrored surfaces, creating endless visual echoes of perception. With four movement sequences and matching soundscapes, “Mirror Me” becomes a hyper-charged echo chamber of the self. At the visitors' request, this experience could be automatically recorded in a video and immediately shared by them on their own social media channels. This completes the installation and continues the endless spiral of self-centredness.

Red Dot: Cobots were used in the fascinating “Mirror Me” installation. What was the initial spark for this free project?
Elastique. GmbH: We had already realised a robotic installation for Mitsubishi Electric a few years ago, so the technology wasn’t new to us. Robotics has always seemed magical to me in a way. We work a lot with interactive installations and immersive experiences, and we combined all of this in “Mirror Me”.

The technical side is one thing. Can you tell us something about the thematic component?
People really only revolve around themselves: they take selfies, upload photos of themselves somewhere, etc. I wanted to use this phenomenon to create a production that acts like an echo chamber of the self – a thorough elevation of ourselves. Neither critical nor in favour of it, but from an observational perspective.

Kunde:
Jorakay Corporation Co., Ltd.
Bangkok, Thailand

Design:
DUCTSTORE the design guru Co., Ltd.
Bangkok, Thailand

Innovative brand experiences can be celebrated on a grand scale, especially at trade fairs. DUCTSTORE the design guru realised a new appearance for Jorakay in 2023 that made the company logo and thus the spirit of the brand a walk-thru experience. The fascinating structures of a crocodile skin formed the basis for the trade fair stand, which was successfully developed further the following year (see p. XXX).

Red Dot: For the Jorakay 2023 trade fair stand, you were inspired by the skin surface of a crocodile, which is also the basis of the company logo. What did the development look like?
DUCTSTORE the design guru Co., Ltd.: We were asked to modernise the brand identity without rebranding, while retaining the existing crocodile logo. We therefore developed a storytelling approach, for which we transformed the distinctive scales and spines on the animal’s back into a diagram. This was used in the architecture of the pavilion, so that people were reminded of the crocodile and thus of the logo. This approach captured the brand story, but it also utilised the design of the pavilion to create a new, memorable image.

The trade fair appearance was therefore a holistic brand experience. How important is it today to actually make this experience tangible or even “walk-thru”, as was the case with Jorakay?
Implementing a concept with a clear basis helps to make brands more accessible. In this case, it creates a new positive perception of Jorakay and offers a previously unknown brand experience. The overhauled design also reflects the new attitude of the brand. Previously, Jorakay was only perceived as a manufacturer and distributor of products for professional construction companies. Now the brand uses design to build trust in the products, targeting architects, designers, artists and a younger generation.

Kunde:
SHISEIDO Co., Ltd.
Tokyo, Japan

Design:
SHISEIDO CREATIVE Co., Ltd.
Tokyo, Japan

The Hakuten agency, in cooperation with SHISEIDO CREATIVE, brought the brand essence of the luxury brand Shiseido to the fore with an impressive window display for the Christmas season: the bamboo structures of traditional wagasa, Japanese umbrellas, were aesthetically combined to form a Christmas tree. Just as Shiseido wants to bring out people’s inner beauty with its cosmetic products, the inner life of the umbrellas makes beholders pause thanks to the fascinating craftsmanship. It is an all-round coherent approach that also corresponds to the philosophies of the two involved creative companies. SHISEIDO CREATIVE, founded in 2022 and active with 93 employees, sees its mission in connecting brands and people through the experience of beauty. Founded back in 1967, Hakuten continues to inspire its international clients with new spatial installations. The 431-strong team constantly strives to appeal to people’s hearts and minds in equal measure with its communication – it aims to be a driving force that connects society with the future. Together, the creative companies have brought this touching Christmas magic to life: it combines tradition with modern aesthetics and at the same time symbolises an ancient wise saying – true beauty comes from within.

Red Dot: In the Christmas window display for Shiseido, you combine the human beauty that the brand stands for with the aesthetics of Japanese craftsmanship. How did customers respond to this idea?
SHISEIDO CREATIVE Co., Ltd. | Hakuten: Certainly, people felt addressed in very different ways, but the underlying concept, the fusion of the two aesthetics, was immediately understood.

You created a Christmas tree from the construction of traditional Japanese umbrellas (wagasa). What was behind the idea and what was the biggest challenge?
Shiseido’s shop window is redesigned four times a year with different themes. The underlying purpose is always to communicate the roots and cultural background of the Shiseido brand to customers. The original meaning of the Japanese umbrella is “good harvest” or “good luck”, and it also contains an allusion to the meaning of the Christmas tree or wreath. For the realisation, we had to understand the techniques and aesthetics of the wagasa in order to design new models.