WINNER
Music’s Christmas Tapes
by Music
For Christmas, Manchester agency Music wanted to create a project for clients and partners that was “decent, useful and representative” as well as marking a shift away from “unsustainable practices”. The result was wrapping gift tape – perfect for last-minute Christmas gifts – each with its own song title. Examples included Ariana Grande’s Thank U, Next, and Joy Division’s Love Will Tear Us Apart. “We wanted people to smile at the song choices, and then enjoy putting the tape to good use,” Music says. The tape was made from 100% recycled material and came in a variety of colours, from light purple to a lime green.
The judges said: “An inventive, fun and well thought- out project, using sharp graphics and colours that stand out on such a useful product.”
#2020WithPrint Desktop Calendar
by WithPrint
Somerset-based printing company WithPrint celebrated 2020 – and its 20th anniversary – with its own calendar. The neatly sized desk calendar has 18 double-sided pages and is made from “unusual” paper stocks from suppliers GF Smith. The project brought together a range of collaborators from Monotype to FoilCo (responsible for the foil finishing). The base is made from a recycled plastic produced in Wales from yoghurt pots. While it looks marbled at first, a closer look reveals that it is recycled pieces of pots and labels. The studio hoped to showcase its “print capabilities” while also conveying the “ethos and attention” it pays to its clients.
SELF PROMOTIONAL PROJECTS
The AI Social Experiment
by Huge
For the 2019 D&AD festival, Huge wanted to drive “pre-awareness” for its panel discussion entitled ‘Can AI humanise us?’ It decided the way to do this was to “create debate before the debate” through a live installation. The resulting experience used a “custom-built emotional AI engine”, which charted people’s facial movements and sweat activity as they watched nominated TV spots from that year’s festival. Huge then gathered responses to the experiment and debated them in a live discussion panel. The installation aimed to show the differing attitudes towards AI, both utopian and dystopian, and it resulted in an oversubscribed debate (it landed in the top 5 most popular talks at the event).
Complimentary Snacks
by Cheetham Bell
Instead of another box of office biscuits, creative agency Cheetham Bell – which specialises in food and drink projects – created a set of snacks for the meeting room. “Complimentary Snacks are the snacks that actually compliment you,” the agency says. From flying saucers to jelly babies, the snacks all have customised labels which aim to flatter. The design is “classic and colourful” with hand-illustrated packaging. The label for the Bombay mix reads: ‘I’m from Bombay but you da bomb, bae’ while the pack of mints simply says: ‘I think you’re mint.’
25 Sculptures in Five Dimensions
by Studio Sutherl& and Tom Sharp
25 Sculptures in Five Dimensions was a promotional project for branding writer and poet Tom Sharp in collaboration with Studio Sutherl&. 200 guests were invited into a room with 25 plinths with pads of texts on top; the text aimed to intrigue and transport the viewer. Studio Sutherl&’s contacts were then invited to tear off five of their favourite sculptures, which were put into a 5x5cm square tube. The evening was based around all things five; cocktails were made from five ingredients, people walked between 25 plinths which were set out in a 5x5 grid. The event lasted five hours, and featured a soundtrack by composer Alex Baranowski, who created a piece of music consisting of five movements.