Cannes Lions

LANGENSCHEIDT TRANSLATION DICTIONARIES

GREY WORLDWIDE, Dusseldorf / LANGENSCHEIDT / 2014

Awards:

6 Bronze Cannes Lions
1 Shortlisted Cannes Lions
Case Film
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Overview

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Credits

OVERVIEW

Description

Even though from their childhood almost every German knows Langenscheidt, we were tasked to launch a new campaign for its bilingual dictionaries. Why? Because in times of mobile translation services, iconic printed dictionaries like Langenscheidt need to be put back into the minds of the consumers.

Execution

The Langenscheidt Film “Decodicons” is a 2D animation solely made with Adobe After Effects for the animation and Adobe Illustrator for the illustrations.

The illustrations that needed a more organic animation (characters) were rigged using after effects own puppet tool and all other animations (rabbit, cars, etc) are key frame based.

For the stroke effect at the beginning we used actual strokes as masks to reveal the blue lines, this helped achieve a more organic and realistic calligraphy style type of effect.

Being a 2D animation, we wanted to keep the look as flat as possible but still have the feeling of depth. To achieve this we used the After Effects 3D space where we placed hundreds of layers. Ultimately we get a sense of depth from the parallax of the moving camera.

For the rain we used a simple particle set up.

The most challenging part of the project was to keep it as clean and minimalistic as possible but still get the idea through. Having dozens of words to pick from, discarding most of them in favour of an easy but still understandable story, was one of the most challenging things on this project.

Outcome

The campaign is rolling out until end of 2015. Final results are not determined yet. Up until now the campaign has gathered a lot of awareness from well-known websites and blogs.

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