2009 Winners & Shortlists

PROCONTRA

Advertiser	LEADACADEMY
Product	LEAD AWARDS
Entrant	SERVICEPLAN Hamburg, GERMANY
Type of Entry:	Corporate Or Brand Identity
Category:	ENVIRONMENTAL DESIGN
Title:	PROCONTRA
Advertiser/Client:	LEADACADEMY
Product/Service:	LEAD AWARDS
Entrant Company:	SERVICEPLAN Hamburg, GERMANY
Design/Advertising Agency:	SERVICEPLAN Hamburg, GERMANY
Creative Credits

Name	Company	Position
Alexander Schill	Serviceplan	Chief Creative Officer
Christoph Nann	Serviceplan	Text/Copywriter
Maik Käehler	Serviceplan	Art Director
Constanze Strothmann	Serviceplan	Account Management
Roman Becker	Serviceplan	Graphic Design
Maria Lake	Lean Production	Agency Producer
Maik Käehler	Serviceplan	Typographie
Maik Käehler	Serviceplan	Creative Director
Christoph Nann	Serviceplan	Creative Director
Till Diestel	Serviceplan	Graphic Design

Details

Brief Explanation:

As the target group are people keen on arts and photography, a classical advertising campaign would have been the wrong way we wanted to do something that really amazes them.

Describe the brief from the client:

From March 14th until April 26th, Hamburg's biggest museum for modern art hosted the Lead Awards exhibition of VISUAL LEADERS. The most important exhibition for photography and print media in Germany. The brief was to make the people look into the exhibits and really think about them. They should see the art from different points of view. And of course generate publicity for the exhibition.

Description of how you arrived at the final design:

The show featured a giant installation which asked visitors to look at the exhibits from different points of view. 144 balls mounted in a big museum room seem to be a chaotic structure. However, the chaos becomes a message, when you look at it from two marked positions. From the one point: PRO. From the other point: CONTRA. Floor graphics at both points show the message: 'Get the other side, too. The Lead Awards'.

Indication of how successful the outcome was in the market:

The installation became the main attraction of the exhibition. It became the main hook in press articles about the exhibition. Design and art blogs featured it. An article in Germany's most important art magazine was published about the installation. The exhibition was visited by tens of thousands of people. There are no concrete numbers yet.