Win Win
Requena Office• Date added
• Date added
Established in 1964, the ADG Laus Awards have established themselves as the leading awards for graphic design and visual communication in Spain. Annually, the awards honour the most exceptional projects, selected from a pool of over 1000 entries across five categories: graphic design, digital, advertising, audiovisual, and student work. The aim of the awards is to promote and highlight the cultural, social, and economic importance of design.
Barcelona-based graphic design and visual communication studio Requena Office collaborated with ADG-FAD to create the campaign identity for the 2021 edition of the ADG Laus Awards.
Client
ADG-FAD
Year
2021
Creative Director
Requena Office
Graphic Designer
Requena Office
Character Designer
Gabinete Exquisito
Typefaces in Use
"With the tagline "Win Win", the characters engage in various scenarios to demonstrate how an idea can alter the course of events and make a positive impact on the world. The campaign's message conveys a clear social aspect and embodies an optimistic and bold spirit for the design industry."
Traditionally, cartoons have adhered to the unwritten principle that the antagonist always comes out on the losing end. However, in this instance, the villain realises that chasing the 'good guy' will not result in any tangible benefits. In a moment of insight, they uncover the prize they had been seeking, and consequently, both parties emerge victorious. This concept was incorporated into the campaign identity, implying that good ideas are rewarded regardless of their origin, and can come from unexpected sources – not just the predictable favourites or heroes.
The visual narrative, featuring animated illustrations, is built upon the mythical characters crafted by Hanna Barbera, resulting from the collaboration with Barcelona-based design studio Gabinete Exquisito. With the tagline "Win Win", the characters engage in various scenarios to demonstrate how an idea can alter the course of events and make a positive impact on the world. The campaign's message conveys a clear social aspect and embodies an optimistic and bold spirit for the design industry.
"In "Win Win", familiar real-world characters are intermixed with those from the fantastical realm or comics. As a result, the colour palette deviates from conventional norms and leans towards the fantastical, resulting in endless possibilities."
In "Win Win", familiar real-world characters are intermixed with those from the fantastical realm or comics. As a result, the colour palette deviates from conventional norms and leans towards the fantastical, resulting in endless possibilities. For example, we see a red reindeer, a lumberjack in lilac pants, or a thief in a fuchsia-striped shirt. The possibilities are endless.
Requena Office
Established in 2014, Requena Office offers dedicated services in branding, packaging, art direction, naming, creative copy, as well as editorial and web design. The company is built on a compact format to enhance the complicity between the client and studio while maintaining control over the processes, resulting in a complete, decisive and transparent experience.
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