Sixteen entrants in the 2018 Mobius Awards international advertising and package design competition are nominees for Best of Show. They represent eight countries, led by France with six nominees. Four of them are from BETC, Paris.
Best of Show nominees by medium are:
Brand Identity:
- “Save Our Species,” BETC, Paris, addresses a radical change of one of the most iconic logos in the world: the Lacoste polo crocodile. The project involved the creation of 10 extremely limited-edition polo shirts where the crocodile leaves its historic spot to 10 threatened species. The number of polo shirts produced for each species corresponds to the number of animals known to remain in the wild; 1,775 polo shirts in total were launched during a Paris Fashion Week. Each polo purchased helped to preserve these species worldwide by supporting the International Union for Conservation of Nature (IUCN) Save Our Species program.
- “Road Safety – Seatbelt,” QUAD Production, Clichy, France, done for France’s Road Safety Authority addressed the widespread effect of losing a loved one who was not wearing a seatbelt. In 2016, 354 people died on the roads of France because they weren't wearing their seatbelt.
- "CEEC Show Case," Dans Digital, Shenzhen, China, was an immersive outer space experience for visitors to the 10-story China International Consumer Electronics Exchange/Exhibition Center (CEEC). The project cost some $2 million. Dans Digital built two elevators, each featuring an interior area twice as large as that of a typical passenger elevator. Walls of each elevator were glass panels designed to display video from a laser projection matrix accompanied by realistic sounds, making passengers feel like they’re traveling in outer space. The advertiser was Shenzhen International CEEC Co. Ltd.
Brochure/Book:
- "Type Visual. Colouring Book Art Therapy," Lorenzo Marini Group, Milan, Italy, is the work of creative artist Marini Lorenzo. He gives plants and minerals described in this edition the botanical characteristics, the therapeutic virtues, and the methods of use selected among those with major healing properties, able to alleviate the symptoms of the most common disorders. The work suggests that the concept of health is no longer conceived as the absence of illness, but as the well-being of the whole person.
- "The Low Light Book," Cheil Australia, Sydney, NSW, entry is a brochure promoting the "The Low Light Book,” a compilation of photographs taken with the Samsung S9 and S9 Plus phones. The book also includes tips for improving night photography skills and low-light locations where photographers can practice shooting.
Digital – Online:
- “Les Passantes,” Havas Paris, Puteaux, France, reimagines a French poem written by Antoine Pol and later sung by Georges Brassens as a visual ode to women, their freedom and their diversity. Director Charlotte Abramow wanted to represent women of all shapes and forms showing a variety of bodies, skin colors, ages and professions. She also wanted to depict taboos and debunk them with humor making the viewer question and reflect on these conventions. The work was done for Havas Paris, Universal Music Group.
- “Overkill's The Walking Dead: Grant,” from Goodbye Kansas Studios, Stockholm, Sweden, introduces the character Grant. Grant lives in an abandoned car in the middle of nowhere in one of several character trailers Goodbye Kansas produced for the game Overkill's “The Walking Dead” trailer, done for advertiser Starbreeze Studios.
- Get Mesmerized!," from White Rabbit, Budapest, Hungary, was done for Gastropolis Cooking School, which wanted to improve its online presence and attract more people to its cooking courses. Cooking is a popular leisure time activity in Hungary where competition among cooking schools is fierce.
Direct:
- “Turner Duckworth Moving Card,” from Turner Duckworth: London, San Francisco & New York, London/United Kingdom, is a mailer designed to celebrate Turner Duckworth's move to a larger London studio and reflect the growth of the design agency. Being packed in like sardines – a witty nod to its previous space – forms the basis of the mailer, while also being a salute to the agency's origins as a packaging design agency. When opened, the tin reveals a confined typographic Turner Duckworth representative of the previous lack of space.
- The “Save Our Species" work by BETC, Paris, promoted the use of endangered animals to replace the Lacoste crocodile logo on limited edition polo shirts to bring attention to the animals at risk.
Package Design:
- “Brisk x Marvel Studios: Wakanda Forever Special Edition Package,” was done by the in-house PepsiCo Design & Innovation, New York, N.Y. It shows how the Brisk brand empowers up-and coming creative hustlers to pursue their passions, especially under-represented multi-cultural creators. This package highlights costume design in a unique format to create social buzz. The magnetic carton with fully-printed HiLight Smart LED lights illuminates when activated to reveal Wakandan script. Each can included features a tactile varnish that emphasizes graphic elements. Unboxing videos on YouTube drove 1.6 million views from only 200 influencer kits distributed. Total earned media impressions is 51 million+.
- “Aromatherapy of Greatest Natural Beauty,” Shenzhen Baixinglong Creative Packaging Co. Ltd, Shenzhen, China, features a design idea based on the traditional Chinese folding fan. It combines traditional Chinese red and the fan into a box structure. The aromatherapy bottle is designed with a formstick like the feather on peacock’s head. When the box opens, The stick spreads its bright plumage. Considering the atmosphere of the aromatherapy scene, the fan-shaped box structure becomes a special home ornament.
- “Teatulia,” Here Design, London, for advertiser Teatulia, United Kingdom, offered an opportunity to enliven tea. Drawing on Teatulia's strong heritage and unusual market position as a single-source tea garden, Here developed an identity rooted by a sense of place. The on-pack design is infused with Bangladeshi culture. Bengali lettering has been used to differentiate each variant with the beginning letter of each strain featuring as a central lettermark on the tea packs.
- “Burger King Holiday 2017,” from Turner Duckworth: London, San Francisco & New York, London, was designed for the 2017 holiday period. Turner Duckworth took Burger King’s well-known “flame-grilling” label and combined festive icons with flames to celebrate the season. The Whopper wrap became Santa’s beard with fiery negative space while takeaway bags let customers become the bearded Mr. Claus himself as the bag could be held to the buyer’s mouth creating shareable Instagram-worthy packaging.
Public/Media Relations:
- "Save Our Species," BETC, Paris, for Lacoste, launched the notice that for the first time in Lacoste’s history, there was a change in one of the most iconic logos in the world: the crocodile. The iconic Lacoste polo was used as inspiration when designers created 10 extremely limited-edition polo shirts where the crocodile leaves its historic spot to 10 threatened species. For each species, the number of polo shirts produced corresponded to the number of animals known to remain in the wild.
- "Game Chaingers," BETC, Paris, done for UNICEF, took notice that the demand for humanitarian aid funding increases worldwide daily, and UNICEF struggles to find innovative sources for meeting the demand and reaching new audiences. “Game Chaingers” introduces the first fundraiser that works by mining a cryptocurrency. It was an effort to raise money for the children in war-torn Syria, by asking anybody with powerful graphics cards in their computers for help in mining for cryptocurrency.
The Mobius Awards competition, established in 1971, will announce Best of Show winners Jan. 22. Mobius Awards First Place Statuette, Certificate and Student winners are posted at www.mobiusawards.com.
