Cannes Lions

NEW INDUSTRIES FESTIVAL

labor b designbuero, Dortmund / DORTMUNDER U, HARTWARE MEDIENKUNSTVEREIN, TU DORTMUND, U2_KULTURELLE BILDUNG / 2014

Presentation Image

Overview

Entries

Credits

Overview

Description

The 'New Industries Festival' consists of a series of exhibitions, installations, panel discussions, and live-adventure games, all starting on separate dates. Thus, in addition to the festival’s overall poster, each event requires its own, distinct artwork. Its task is to inform the audience about the themes and topics of the specific event while simultaneously establishing the connection to the festival. As the venue is itself a landmark and symbol for the structural change in Dortmund, an immediately recognisable regional reference should be included.

Execution

The poster series features a uniquely colored design for each event as well as one for the festival itself. The key visual remains consistent across all artworks, albeit with slight alterations. It contains iconic elements taken from five famous historical glass panels that dominate the main entrance to Dortmund’s central station. They depict various (now diminished) industries that shaped the city’s identity for decades. Here, these pictograms are combined with icons from contemporary service industries, fitted to the thematic focus of the respective events. Thus, the series illustrates the structural change by emphasizing the relationship between past, present, and future.

Outcome

A very good response from the public towards the festival and its individual events indicates a successful campaign. For several weeks, the colorful posters graced billboards and advertising columns all across Dortmund and the region and helped foster awareness for the ambitious project.