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ISSUE 01

DESIGNDESIRE

GOOD DESIGN OF / FOR ADVERTISING


EDITOR’S NOTE E v e r y   i n d i v i d u a l   h a s   h i s   o r   h e r   o w n   w a y   t o   e x p l o r e   t h e   u n k n o w n .   S o m e   t r a v e l ,   s o m e   i n q u i r e   a n d   s o m e   r e a d .   W h a t e v e r   w a y   o n e   c h o o s e s ,   i t   i s   a l w a y s   u n i q u e   t o   d i s c o v e r   o n e s e l f .   M a g a z i n e s   r e s p e c t   a n y o n e   t h a t   h a s   s o m e t h i n g   t o   s a y ,   w h e t h e r   h e   o r   s h e   i s   a n   e x p e r t   o r   n o t .     T o   m e ,   a   b i g   f a n   o f   m a g a z i n e s ,

t h e y   a r e  

o n e   o f   t h e   m o s t   i m p o r t a n t   w a y s   t o   fi n d   o u t   t h e   t r u t h   a b o u t   o f   w o r l d .     < D e s i g n d e s i r e > ,   a s   m y   p e r s o n a l   e v e r y d a y   d e s i g n   p r o j e c t ,   t h i s   G m e   s h o w s   t h e   u n i q u e , g o o d   d e s i g n   w o r k s   i n   a d v e r G s i n g   t h r o u g h   s p e c i a l   i n s i g h t .   A n d   n o w   i t   b e c o m e s   a n   i n d e p e n d e n t   m a g a z i n e .  

Camelia Leung


CONTENT P R E V I E W   E D I T O R ’ S   N O T E   C O N T E N T   O P E N I N G   C O L L E C T I O N   0 1   C O L L E C T I O N   0 2   C O N C L U S I O N  

C O N TA C T M E : 梁嘉雯

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C a m e l i a   L e u n g  

1 8 8 2 5 1 8 2 6 7 9   / 1101班

全广告

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4 1 1 6 0 4 8 0 9 @ q q . c o m  


OPENING

THAT’S IT. GOOD DESIGN. G o o d   d e s i g n   i n   a d v e r G s i n g   r e m i n d s   u s   w h a t   a   g o o d ,   c o m f o r t a b l e   l i f e   w e   c a n   l e a d .   C o n s u m e r s   s e e   c l e a r l y   a n d   c h o o s e   w h a t   t h e y   r e a l l y   n e e d   b y   t h e   w e l l -­‐ d e s i g n e d   a d v e r G s e m e n t s .   D & A D   A w a r d   n o m i n a t e d   a l l   d e s i g n   w o r k s   h e r e ,   w h i c h   a r e   e i t h e r   o f   o n e   k i n d   v i s u a l i z i n g   t h e   a d v e r G s i n g   c o n c e p t s ,   o r   t h e   o t h e r   k i n d   a d v e r G s i n g   t h e m s e l v e s   b y   g o o d   d e s i g n   p r o d u c t s .  


Good design of 1

Advertising


COLLECTION 01

01 J‘Espère  Que  Tu   Vas  Bien  in  87   Instagram  Posters     ○   “J‘espère   que   Tu   Vas   Bien’’   means   ‘’I   hope   you’re   doing   well’’   in   English.   To   promote   this   87-­‐minute   film,   Instagramers   Montreal   took   a   87-minute   walk   along  the  same  path  in   the  film  and  created  87   Instagram  posters.       ○   With   beauGful   views   and   elegant   layouts   these   posters   are   so   agracGve   and   they   do   catch  audiences’  hearts   at  their  first  sight.  


GOOD DESIGN OF ADVERTISING


COLLECTION 01


GOOD DESIGN OF ADVERTISING


COLLECTION 01

02 Steppenwolf   Theatre  Series   ○   The   Steppenwolf   Theatre   Series   ’’used   s y m b o l s   a n d   m e t a p h o r s   f r o m   major  themes  of  each   story   to   create   visual   intrigue,   tension   and   juxtaposiGon.”     ○   The   creaGve   team   made   a   key,   special     visual   idenGty   to   promote   the   unique   theatre,  which  was  so   i m p r e s s i v e   a n d   recognizable   like   the   theatre  itself.  


GOOD DESIGN OF ADVERTISING


COLLECTION 01


GOOD DESIGN OF ADVERTISING


COLLECTION 01


GOOD DESIGN OF ADVERTISING

03 What‘s  in  a  Beard   Print  Campaign   ○   ‘’A   lot   can   happen   inside  the  beard.”     ○   What   growing   a   beard   can   bring   to   y o u ?   H a p p i n e s s ,   exploraGon   or   even   more   changes?   And   the   illustraGon   itself   is  fun  already!  


COLLECTION 01

04 Sexidents  in  MTV   Campaign   ○   The   central   idea   of   ‘’Sexidents’’  is:  ‘Sex  is   no   accident.   Always   use  a  condom’.       ○   MTV   always   has   its   own   way   out   of   our   i m a g i n a G o n   t o   remind   us   to   use   a   condom.       ○   In   the   ridiculous   a n d   s o m e h o w   incredible   situaGons,   we  the  youth  are  just   agracted   by   these   cool   print   ads   and   then  begin  taking  the   suggesGon  seriously.  


GOOD DESIGN OF ADVERTISING


COLLECTION 01


Good Design FOR 2

Advertising


COLLECTION 02


GOOD DESIGN FOR ADVERTISING

01 Stamping  Down   on  Poaching   ○   “To   use   the   stamp,   you   have   to   remove   the   ‘trophy’   and   thus   destroy  the  animal.”     ○   Good   design   helps   adverGsing   campaigns   to   tell   their   stories,     e v e n   w i t h o u t   a n y   words.  


COLLECTION 02


GOOD DESIGN FOR ADVERTISING


COLLECTION 02


GOOD DESIGN FOR ADVERTISING

02 Pantone  Queen   ○  “An  icon  of  style.   For   60   years   Her   Majesty   has   colour   matched   her   hats,   dresses   and   coats   perfectly.   As   any   Queen  should.”     ○   Best   icons,   like   Her  Majesty’s  style,   always   suits   the   brand, perfectly.  


GOOD DESIGN FOR ADVERTISING


03 Bloomberg   Businessweek   Cover  Series   ○   ‘’The   goal   is   to   design   original,   surprising   covers   each   week   that   make   people   pick   up  the  magazine.’’     ○   Can   anyone   be   out  of  noGce  facing   such   an   amazingly   designed   business   magazine?  NO.  Just   buy  it.  


COLLECTION 02


GOOD DESIGN FOR ADVERTISING


COLLECTION 02


GOOD DESIGN FOR ADVERTISING


COLLECTION 02

04 JA  Minds  Farm   ○  ‘’Our  soluGon  was  a  new   v i s u a l   i d e n G t y   incorporaGng   pictograms,   which   could   demonstrate   the  diversity  of  its  business   as   well   as   build   affinity   among   a   wide   audience,   including   children,   senior   c i G z e n s   a n d   t h o s e   e n g a g i n g   w i t h   agriculture.’’     ○  Like  a  happy-­‐life  pioneer,   good   design   visualizes   good-­‐life  prospect  for  us.    


GOOD DESIGN FOR ADVERTISING


COLLECTION 02


GOOD DESIGN FOR ADVERTISING


COLLECTION 02


GOOD DESIGN FOR ADVERTISING


A d v e r G s i n g   t e l l s   b r a n d   s t o r i e s   t o   t h e   w o r l d ,   w h i l e   g o o d   d e s i g n   i n   a d v e r G s i n g   t e l l s   t h e   s t o r i e s   v i v i d l y   a n d   a g r a c G v e l y .   I   a m   a l w a y s   f a n c i e d   b y   g o o d   d e s i g n ,   f o r   i t   a l l   t h e   G m e   l e a d s   m e   t o   s e e   t h e   w o r l d   i n   a n   e x t r a o r d i n a r y   w a y .   T h a t ’ s   i t .   G o o d   d e s i g n .  

CONCLUSION


-­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ B Y -­‐ -­‐ -­‐ -­‐ -­‐ -­‐ -­‐  

CAMELIA LEUNG JUNE OF 2014


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