“Icons of brand design”: Exclusive guided tour with Professor Dr. Peter Zec
Under the motto “Icons of brand design”, Professor Dr. Peter Zec, Founder and CEO of the Red Dot Design Award, will give a guided tour of the exhibition “Best Communication Design – Red Dot Winners Selection 2016” in the Museum for Communication Berlin on Tuesday, 29 November 2016 at 5.30 p.m. On the basis of the exhibited projects, honoured in the Red Dot Award: Communication Design, the design expert will explain the latest developments in the fields of advertising, marketing and design. From brand design, to packagings, to apps and TV spots: On show are the best international executions from the world of communication design, all awarded with the Red Dot: Best of the Best or the Red Dot: Grand Prix. Furthermore, all successful projects from the German agency group Serviceplan, Red Dot: Agency of the Year 2016, are presented.
“Every year, the Red Dot Award: Communication Design is in search of convincing communication solutions. With the exhibition as well as the guided tour, we want to show visitors what good advertising is and also what defines a successful brand. The creative minds behind those impressive projects have understood how marketing works. Therefore, they are honoured with the highest distinctions of our competition. I am looking forward to give participants an insight into the Red Dot world and to show them the best works of the year 2016”, says Peter Zec.
Part of the presented campaigns is for example the project “Iceberg Songs”. To call attraction to the melting of the poles, Serviceplan, in cooperation with the UN Framework Convention on Climate Change (UNFCCC) and international artists, turned the sounds of melting icebergs into music. The compositions could be experienced intensely by over 370 million users. The “Iceberg Songs” were honoured by the Red Dot jury with a Red Dot: Grand Prix, the highest single distinction in the competition, in the category “Sound Design”.
Awarded works from Audi, Red Dot: Brand of the Year 2016 and therefore the strongest company of the year, will be shown in the studio exhibition, too: As for example the TV spot “Relaxed”, awarded with the Red Dot: Best of the Best in the category “Film & Animation”. The TV commercial promotes the used car locator “Audi Approved :plus” and the corresponding five-year warranty, meant to make customers feel relaxed. “Featuring actors lying, sitting and standing in breathtaking poses on top of driving cars, the impressively elaborated high-quality images manage to evoke an atmosphere that combines the state of relaxed driving with a sense of reliability”, is what the jury experts say.
Furthermore, posters from all around the world explain current advertising trends to visitors. So does the print campaign “SPANX – Hide your Splurges“. The posters show in a humerous way the feeling and the effect of wearing products of the American underwear label. Doing so, the sugar-iced cupcake looks thinner around the waist and also the favourite icecream gets narrow hips thanks to wearing the body-shaping underwear. The message behind is recognisable with only one view: SPANX hides your splurges and no one will ever know how many cupcakes you really had.
The exhibition “Best Communication Design – Red Dot Winners Selection 2016” in the Museum for Communication Berlin still runs until 15 January 2017.
“Icons of brand design“
Guided tour with Professor Dr. Peter Zec, founder and CEO of the Red Dot Design Award
Tuesday, 29 November 2016
Start: 5.30 p.m.
Museum for Communication Berlin
Leipziger Straße 16
Tel. +49 (0)30 202 94 0