Red Dot Design Award
Promotional Campaign

The Power of Pure Light

The Power of Pure Light | Red Dot Design Award

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This poster series is derived from the new Ledlenser packaging design concept. It illustrates the luminosity of the products with a high-contrast design at the point of sale. The black posters feature world-famous tall structures such as the Eiffel Tower and the Empire State Building. The motifs stand out against the dark background in shining white like a stylised beam of light. Thus, the attention is directed towards the product benefits. At the same time, the campaign effectively highlights the message that “Ledlenser flashlights can reach much longer distances” in a memorable way.

Red Dot Design Award

  • Art Direction:
    Sabine Schönhaar, KW43 BRANDDESIGN, Sandra Herich, GREY Germany
  • Chief Creative Officer:
    Fabian Kirner, GREY Germany
  • Client:
    Zweibrüder Optoelectronics GmbH & Co. KG, Ledlenser, Solingen, Germany
  • Design:
    GREY Germany, Düsseldorf, Germany, KW43 BRANDDESIGN, Düsseldorf, Germany
  • Unit Director:
    Mathias Minten, GREY Germany
  • Director of Production:
    Peter Engel, GREY Germany
  • Executive Creative Direction:
    Martin Venn, Alexandros Antoniadis, GREY Germany
  • Creative Direction:
    Alexander Geh, KW43 BRANDDESIGN
  • Integrated Project Management:
    Jonas Rau, GREY Germany
  • Creative Supervision:
    Markus Werner, GREY Germany (Art), Thomas Kuhn, GREY Germany (Copy)
  • Managing Director Creation:
    Rüdiger Goetz, KW43 BRANDDESIGN
The Power of Pure Light | Red Dot Design Award