Up Close with Packaging!

Eight packaging designers and specialists gathered in Los Angeles this week to get a look at — and make their assessments of — packaging entries in the 2016 Mobius Awards.

The judges included (clockwise beginning top right) Mark Quest of Good Projects, Luis Camano of Grupo Gallegos, Fabian Geyrhalter  of FINIEN,  Lynn Jacob of Associated Packaging, Lucik Kozozian and Lance Johnson of Luko Designs. Not pictured, but no less active in the judging process, were Barbara Yeh and Stephen Webster of BYStudio Branding + Design + Marketing. All are from the Los Angeles area except for Jacob whose company is in Greater Detroit.

This was a serious bunch that kept heads down as they judged displays on tables and on the screen. A total of 18 judges will be viewing packaging entries, including the online judges. Results will be released in January.

 

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Judge works for diversity in Aussie agencies

With Mobius Awards nearing its deadline, the time seemed ripe for more about judges lorraine-jokovic-for-emailsuch as Lorraine Jokovic, CEO of LOUD Communications Group in Sydney, Australia. Jokovic is one of the most senior women in Australian advertising and an active supporter of diversity and inclusion for her industry. She serves as a director of The Communications Council, one of the initiators of the recent Gender Diversity Working Group and is the national industry spokesperson for gender diversity.

Currently, the Council is running a research project to better understand attitudes toward gender diversity and how or if that translates to agency policies. The study also wants to identify barriers to advancement by women and their tenure in the business.

Jokovic has run LOUD for a decade. Read an interview with her at http://www.bandt.com.au/media/women-media-louds-lorraine-jokovic

For information on the Communications Council project, visit https://www.communicationscouncil.org.au/public/content/viewCategory.aspx?id=952.

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Five 2016 judges hail from Publicis Pixelpark

Weber

Weber

holland

Holland

Brunsch

Brunsch

Five creatives from Publicis Pixelpark in Hamburg and Frankfurt are among the 2016 Mobius judges.

Andreas Brunsch, Executive Creative Director; Timm Weber, Chief Creative Officer, and Tobias Holland, Creative Director, are from the Publicis office in Hamburg. Steffen Baerenfaenger is Executive Creative Director and John Phillips is Creative Director in the Frankfurt office.

holland-bookBrunsch was previously with Grabarz & Partner and ProSiebenSat.1 Media AG. Weber is responsible for all work integrated and digital coming out for clients such as Mercedes Benz, Renault, Allianz, Swarovski, Visa, Maggi, Laboratoirs Garnier. He previously spent five years at Grabarz + Partner in Hamburg responsible for the entire Volkswagen business of this agency.

Weber recruited Holland from FischerAppelt, The three are also co-authors of a children’s book, Die Weihnachtsgeschichte.

steffen-baerenfaenger-copy

Baerenfaenger

Baerenfaenger has led the creation department at Publicis Pixelpark Frankfurt since summer 2015 and is member of the German creative council. Throughout his career, he has worked for a variety of agencies including Jung von Matt, VCCP, Kolle Rebbe, GREY, Ogilvy and  Razorfish, and with such brands as Mercedes-Benz, BMW, Audi, Konzerthaus Dortmund, Ubisoft, eBay, Nestlé, L‘Oreal, Nokia, Allianz, P&G, FIFA, Kienbaum, Coca-Cola, Telecom and Adidas Y-3 und Adidas Originals.

Phillips

Phillips

Phillips was previously with Sir John & Phillips, Grey Worldwide, and Sony Ericsson.

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Congratulations to Erik Huberman

Erik Huberman, founder and CEO of Hawke Media in Santa Monica — and a Mobius Awards judge last year — is one of the speakers at the 2016 American Made NY Summit at Martha Stewart Headquarters Oct. 21-22 in New York City.

Huberman

Huberman

The summit features successful business leaders who can inspire others to take their companies to a new level. Huberman’s credentials are considerable. According to his bio, Hawke Media has grown from seven employees to more than 60 with clients that include Red Bull, Verizon Wireless and evite. Before Hawke, Huberman founded Swag, which he grew and sold, and then grew Elli.com’s sales to $1 million in four months.  His awards include Forbes 30 under 30 and Inc Magazine’s Top 25 Marketing Influencers.

We were fortunate to have his involvement in the last Mobius and look forward to his colleague, Tony Delmercado, as a judge this year.

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Art director’s role grows more complex

Mobius Awards recently interviewed 2016 judge István Bracsok, creative director and partner at White Rabbit, Budapest. Here is the interview.

Q: What is the most fun you have had on a project?

istvan-3-fb

Bracsok

A: There’s a fun moment in every project you do. In our latest “Nature is cool” work for WWF Hungary, we gave a raw deck of boards to brown bears to leave their marks on them. However, one of the bears had a different opinion. First, with one swing of his claw, he ripped apart the boards and then he got bored, climbed up a tree and didn’t want to come down. We had to buy 2 kilos of salmon to bait him to the boards again. That was fun.

Q:  When you are judging a work, what process do you use?  

A: I always look for that never-changing notion of “idea.” Is it there? Can I find it? Does it touch me emotionally? Does it give me goosebumps? Does it make me laugh, bring tears to my ears? Does it give me an insight into a fresh truth? Show me the world in a new way? It’s as simple as that. If I have one of these reactions, the work – works.

Q: What roles must a Creative Director/Art Director play on a project? Have these roles changed?

A: The role of an art director has changed much more than the tasks of a creative director. When I started my career, it was normal that an art director used pencil and paper. Today, that’s unimaginable. In addition, there were many fewer channels to convey a message to the consumers back then, so it was enough for an AD to have strong skills in print and television. Now, the channels have become much more complex. One thing hasn’t changed at all: IDEA comes first.

Q:  What trends are you noticing?

A: I see pure product innovations instead of ideas and communication solutions. I’m not happy with that. And I don’t like the tendency of covering up the lack of ideas with the number of “likes” and impressions. This suggests if something has reached that many people it must be good.

Q:  Do you think that national context/touch is important in today’s advertising?

A: Yes. It’s getting more important as it’s getting more difficult reaching the consumers. But it might help a lot finding a touch-point to reach them, have a visceral impact on them. Nowadays this “national context” plays a crucial part in the world of communication.

Q: You live in a small country. Does it make your work harder/easier?

A: Sometimes it’s bloody hard. Small country, small market, small budgets. Many brands are centralized, and for a small market like this it’s not profitable to develop anything locally. It’s not quite the most inspiring environment for a creative mind.

Q: Are advertising festivals still important?

A: Yes, definitely. More than ever. We need those milestones to see if we are heading for the right direction. They’re inspiring to us and the clients. But we should not forget: those awards must reward not the creative idea but the business results and profitability of that idea for our clients as well.

Q: What inspires you most?

When I feel that I might get closer to understanding the “why” of human existence. Then it turns out that I never will.

Bracsok Fast Facts:

Favorite music: I like classical music for a while, especially the great baroque composers Bach, Forqueray, The Goldberg Variations. Glenn Gould is a genius. Earlier, I was involved in the world of underground music:  Industrial, experimental stuff. Psychic TV, Coil, Skinny Puppy, Throbbing Gristle. Things like that.

Last book read:The one which falls off my hand in my death bed (laughs) There’s a wide range of books I like. Orhan Pamuk’s “Istanbul” was my last book, and it’s a good read. It guides us into an Istanbul that we will never discover.

Best meals: Northern Indian, fresh seafood, spicy Hungarian sausage.

Greatest vacation: Japan. There’s no other place on the Earth where you can find that fine sense of proportion that pervades even the smallest details and things.

Sports Interest: I like swimming. Or, I’m willing to do it, at least.

 

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No dust on porcelains, or the artist behind the calendar

From the Meissen Porcelain calendar

Behind every winning work are many creative hands.

For example, a decade ago, Scholz & Friends, Berlin, was enlisted by Staatliche Porzellan-Manufaktur Meissen GmbH to add some spark into sales of its porcelain figurines. The result was a pinup-calendar that was nominated for Best of Show in Mixed Media in the 2006 Mobius Awards.

The 200-year-old figurines became sexy models in a calendar “sent to high-value customers with the invitation ‘to get to know one of the beautiful ladies a little better,’ ” according to the Scholz information.

The Art Director on that project, Anje Jager, is now a freelance

Jager's Snoop Dogg

Jager’s Snoop Dogg

illustrator, artist, graphic designer and part-time teacher at the Edinburgh College of Art. You can see her more recent work at http://www.anjejager.com/

 

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Grey Put Animals in ‘Flight’ for Frontier

frontier_frame_grab for blog

One of stars in ‘Flip to Mexico’

“Flip to Mexico,” a Mixed Media campaign from Grey Worldwide for Frontier Airlines won a Mobius statuette in 2006 and remains delightful to watch. The  campaign was guided by Creative Directors Rob Baiocco, Gary Ennis and Shawn Couzens, who was also Copywriter on the project. Art Director was Gary Ennis with Tim Mellors as Chief Creative Officer, Aaron Royer as Executive Producer and Rob Simone as Associate Producer. Production company was Neverstop,  http://www.neverstop.com/. The work won a Mobius Statuette.

Where are the key people now?

Baiocco, who had a long tenure as Executive Creative Director at Grey NY, has since founded BM with Maureen Maldari (www.thebam.com). Ennis is a Freelance Art Director in New York, and Mellors is based in London where he is Creative Partner for Pointblank, http://www.pointblankproductions.com/usa/contact/. Couzens is Freelance Creative Director at Ferrara & Company, New York, http://ferraracompany.com/. Royer is Director of Content Production and Operations at Narrative_ http://www.narrative.is/. Simone heads Hiccup NY as President, http://www.hiccupny.com/

For looks at the “spokesanimal” campaign from Grey for Frontier, visit https://vimeo.com/105060325 and https://vimeo.com/105060326. Read some Case Studies at http://grey.com/global/work

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