Cannes Lions

Craft takes time

SID LEE, Montreal / THE ONE CLUB FOR CREATIVITY / 2018

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Overview

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Credits

Overview

Description

Craft takes time. That was the master idea behind the object created. At once pendulum and hourglass, it communicates the importance of time, as well as the magnitude of time needed to master an art form. The integration of the ADC’s 96th anniversary logo, itself inspired by the ADC’s main logo, adds another layer of relevance. Based on this object, the entire event took shape. Its dynamic character, perpetual movement, and light play were used to create invitations, posters, videos, and category inserts to introduce each award throughout the evening.

Execution

Our pendulum was designed and built in collaboration with Bonsoir Paris. By playing with the simple light and shadow textures beneath the 96, we created an intriguing and perfectly symmetrical visual that mirrors the ADC logo.

Outcome

The pendulum was a key attraction at the awards gala and was seen by more than 500 people from the industry and from around the world. What began as a logo became a timeless object, which in turn became the inspiration for a memorable brand image and entrancing event.

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