Red Dot Award: Brands & Communication Design

Red Dot: Grand Prix 2019 – the wedding of Siri & Alexa

Red Dot: Grand Prix 2019 – award for a very special marriage

In the Red Dot Award: Brands & Communication Design, communication design projects and integrated brands that have convinced the international jury with their design and creative performance are awarded annually. Communication projects that stand out due to their extraordinary design quality are honoured by the jury with the Red Dot: Grand Prix, the highest distinction in the “Communication Design” section. In June 2019, the international EuroPride event for lesbians, gays, bisexuals, transgender and intersex took place in Vienna. In order to invite the LGBTQ community to the event and thus promote the city as a tourist destination, the German agency Serviceplan developed a digital campaign for Vienna Tourist Board that documents the first marriage of two artificial intelligences – the marriage of the two voice-controlled assistants Siri and Alexa. For this, the agency and the Tourist Board were awarded with the Red Dot: Grand Prix in 2019.

Saying yes through new skills

The Alexa skill called “The Pride Skill” was created for the digital marriage at Belvedere Palace. This enables the two AIs to exchange vows, which each guest could download to “marry” Siri to Alexa and get in the mood for the EuroPride 2019 event. The background for this unusual idea was the introduction of marriage for all in January 2019 in the capital of Austria. Through the campaign, Vienna became the symbol of a cosmopolitan city where every kind of love is possible and which openly embraces the diversity of different life concepts.

Vienna: a tolerant and innovative city

The Red Dot Jury came to the following conclusion after evaluating the digital campaign: “This extraordinary wedding succeeds in communicating meaningful content in a manner that is not only humorous and aesthetically appealing, but also contemporary and universally understandable. Set against an overly baroque backdrop and supported by firmly established celebrities, the city of Vienna thus boosted its image not only of being tolerant and cosmopolitan, but through the use of AI also as an innovative and contemporary city that embraces technology.”

Red Dot Award: Brands & Communication Design 2020

Designers, agencies and companies can apply for the Red Dot: Grand Prix 2020 until 5 June. 17 categories are available for them to register their communication projects – from “Online” and “Advertising” to “Posters” and “Fair Stands”. In addition, participants can enter their integrated brands for the distinction “Red Dot: Brand of the Year”.