Soffa Sans| IKEA UK

 

Agency: Proximity London

Client: IKEA UK

Country: United Kingdom

While on the lookout for ways to expose the hidden creativity in everything IKEA does, Proximity London found a group of people subverting the sofa planning tool for their own amusement; drawing spiral, labyrinthian and phallic sofas. In response they released the IKEA Soffa Sans font, built from 38 different sofa configurations using the planning tool. In 48hrs Soffia Sans generated 84.2m impressions and over 13,000 references on social. Organic traffic to the tool increased by 6,695% and the average time spent within the planning tool increased by 1,023%.

Grave of Thrones| Foxtel

 

Agency: DDB Sydney

Client: Foxtel

Country: Australia

Game of Thrones is one of the deadliest shows of all time, with over 100,000 characters having lost their lives since it began. These deaths have had a huge impact on fans, who genuinely mourn the characters they’ve grown to love over the years. So, to promote the final ever season, Foxtel, an Australian cable network, built a final resting place for these characters. Grave of Thrones, a live experiential media event, was an enormous cemetery featuring the tombs of the show's most popular characters. Over 40,000 fans made the pilgrimage to pay their respects.

AirPods Pro| Apple

Client: Apple

Country: United States

Design Agency: Apple Design Team



AirPods Pro provide the ability to switch between noise cancellation mode and transparency mode (in which environmental sounds are heard). The challenge was to tell this complex story in a beautiful, simple way that communicates how the technology works, but also how it feels. The website marries product art direction, lifestyle art direction, diagrammatic elements and typography in a graphic design system that is born out of product truth. Light and shadow are used as a metaphor for sound and silence (how it feels) while illustration telegraphs how the tech works.

Infamous Since 1864| Smirnoff

 

Agency: 72andSunny New York

Client Diageo/Smirnoff / Diageo

Country: United States


Every brand has secrets that they’d rather not reveal, but often this is part of what makes them unique. So, facing a crowded vodka market, Diageo did the most mischievous thing it could think of. It told the cold, hard truth. This global campaign shared the story of deception, revolution, exile, and resurrection, of deliciously mischievous characters and original concoctions. It helped reverse a decade-long decline in Smirnoff sales, leading to growth for the for the first time in 10 years

The Smoothest Burger| McDonald's France

Labelling the EggMcMuffin The Smoothest Burger was an opportunity to create a new advertising language – one that is more modern, more fresh, closer to the digital generation, and able to properly convey this idea of softness. To do so, TBWA\Paris drew inspiration from the internet trend that best fit the product qualities: satisfying animations. They produced fifteen 3D Egg McMuffin Satisfying videos, and created a website to host them, as well as using them for social media communication.

Agency: TBWA\Paris

Client: McDonald's France / McDonald

Country: France