The 2015 Mobius Awards competition has selected 25 entries representing eight mediums as Best of Show-Grand Prix nominees. They range from a book designed by Here Design, London, for the “Yves Saint Laurent: Style is Eternal” retrospective at The Bowes Museum in the UK to “The Interactive Form,” a funny subscription form created by BETC Digital, Paris, for CANAL+ French television channel.
The Best of Show winners will be announced online March 5. Overall, the international competition had winners from 17 countries. BOS nominees by medium are:
Brochure and Book:
“NOPI,” a cookbook from Ebury Press at Penguin Random House, London, featuring more than 120 of the most popular dishes from the Yotam Ottolenghi’s Soho-based restaurant NOPI, written with head chef Ramael Scully. The book was done by Here Design, London, which also created the Yves St. Laurent nominee in this medium.
The Bowes Museum and the Fondation Pierre Bergé – Yves Saint Laurent collaborated to create Yves Saint Laurent: Style is Eternal, the first exhibition in the UK to present a comprehensive display of the French fashion designer’s work and life. Here Design, London, created a book representative of the show, which took place in 2015.
Brand Identity:
“Sounds of the City” Campaign, created by Rosapark, Paris, promoted Thalys International High-Speed Rail Travel Network to travelers to Amsterdam, Paris and Brussels through the sounds of each city accessed at on-street installations that attracted thousands of persons, as did a companion website.
“DKNY Visual Identity,” by Commission Studio, London, recast the logo for the DKNY, New York, fashion house founded by Donna Karan. Karan stepped down as head of the business last year and the new logo introduces the era of creative directors Dao-Yi Chow and Maxwell Osborne.
“Coca-Cola Contour 100 Posters and Card,” a project of Turner Duckworth Design, London and San Francisco, continues the visioning of the iconic Coke bottle design for The Coca-Cola Company, Atlanta, Georgia. The company has designed for Coke since 2006.
Direct:
“Snackholidays” was a social campaign from Les Gaulois, Hauts de Seine, France, for low-cost airline Transavia, Essonne, that sold affordable tickets to popular getaway destinations in the form of snack items — gummy sweets, a cereal bar and potato chips. The snackable tickets were made available for purchase in vending machines, bookstores and supermarkets in Paris.
Part of the campaign “Separating Amateurs from True DIY Enthusiasts. The Hornbach Spring Collection,” was the distribution of sew-on Herzblut labels (loosely translated as “commitment” or “passion.”). Responding to mailed invitations, more than 3,000 do-it-yourselfers brought their working clothes to Hornbach Home Improvement Stores to get the label sewn on, and more than 500,000 labels were distributed in a week and even sold on eBay. The project agency was Heimat Werbeagentur GmbH, Berlin.
In an effort to create awareness of buying “home grown” instead of foreign labels, agency Leo Burnett, Melbourne, used a variety of approaches. They include a “#MyFamilyCan” social media campaign on behalf of SPC Ardmona to raise awareness of having food labels include country of origin. SPC is Australia’s largest fruit processing company.
Digital Online
“Tight Parking” is a campaign for the introduction of Q3, a new urban SUV by Audi Canada. It used a tilted parking stunt to point out how well engineered Q3 was to conquer city life. Zulu Alpha Kilo, Toronto, was the agency for the campaign.
“The Ad Filter” was a team effort by BETC, Paris, and ad awards show D&AD, London. The effort involved the release of an extension for Chrome and Firefox browsers that blocks regular preroll ads and replaces them with D&AD winners from past years. The creators say the extension was designed to “celebrate” creativity.
“The Interactive Form” commercial for CANAL+ television, Paris, features two chatty women who help – in their own way – a potential subscriber complete the form. It was done by BETC / BETC Digital, Paris.
“Connect” was a roundabout way, to promote Durex condoms from Reckitt Benckiser, Paris. Havas Worldwide, London, focused on how technology separates people when they could be connecting through romance and sex.
Commercials
The “Don’t Ignore” film highlights the many instances of violence that occur and points out that ignoring those instances encourages more violence. The work was done by Havas Worldwide Portugal, for APAV, Lisbon, the Portuguese association for victim support.
“Shape Your Time,” a film from Quad Productions, Paris, features the familiar Cartier panther being created from watch parts in a film that celebrates the new Calibre de Cartier Diver watch from the famous Paris jeweler.
“37 Days,” a film by Quad Productions, Paris, for Atlantic Group, La Rouche Sur Yon, France, promotes the company’s “thermal comfort” products by giving birth to a life inside a cube on a mountain in British Columbia.
The project from Leo Burnett Paris was to send the message throughout the world that Groupe Atlantic is "creating thermal comfort solutions that are ecologically efficient, accessible to all and suited to individual needs.”
Why are there no more unicorns? The commercial “Unicorns,” done by BETC, Paris, for CANAL+, features Noah and the animal selection for the ark and points with humor to a mistake in gender selection. The film celebrates Canal+’s delight in showcasing original work.
Outdoor
“The Interactive Parking Billboard” was the brainchild of the Leo Burnett agency, Frankfurt. The entry created interactive billboards featuring on-screen parking assistants, all by way of promoting Fiat’s built-in automatic parking assistant. The work was done for Fiat Group Automobiles Germany AG, Frankfurt.
“MINI Traffic Lights” was a set of creative rolling digital billboard installations in Vienna aimed at promoting the agility of the classic MINI. The work was done by Demner, Merlicek & Bergmann, Vienna, for MINI Austria, Salzburg.
Package Design
“Sauza” was a reimaging of Sauza tequila to promote the brand’s 140-year heritage. Design was done by Webb deVlam, London, for Beam Suntory, Deerfield, Illinois.
“elit by Stolichnaya Pristine Water Series: Andean Edition” highlights the latest edition of the luxury vodka from Stoli Group, Luxembourg. JDO Brand Design and Innovation, Tunbridge Wells, UK, was the agency.
“The Orange Press” entry featured Leo Burnett Frankfurt's catchy design for Oh!Saft (Oh!Juice), a 100 per cent freshly squeezed orange juice. The juice bottles feature a textured top that looks like half an orange so that 12 bottles stored in a crate appear to be fruit in a box. The physical motion of unscrewing the top cleverly mimics the juicing process. Oh!Saft by Mymuesli GmbH is in Passau, Germany.
The “Harvest Cheweee Packaging Redesign” done by Turner Duckworth, London & San Francisco, features a colorful group of animals with a mouthful of the Harvest Cheweee logo. The design was done for Halo Foods, Gwynedd, UK.
Integrated Campaigns:
“El Streaker” was Havas Worldwide Chicago’s humorous new ad campaign for DishLatino, the Hispanic arm of Dish, the satellite television service provider. Was there really a streaker? Was there even a real soccer match? People are still trying to figure it out.
“Bud Light Coin” was a Super Bowl 2015 ad from Ab InBev, St. Louis, done by Energy BBDO, Chicago. It promotes the theme that Bud Light drinkers are adventurers.
“Breathless Moments” raised awareness of respiratory disease, especially asthma, in Africa and involved stopping motorists to test them for asthma. It was done by McCann Health, Johannesburg, AstraZeneca, Johannesburg.
Visit www.mobiusawards.com to view all winners and find ticket information for the awards celebration.
