ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Products / Commercial / Series
Annual ID
ADC101_PHO025B
About the Work
It has never been harder to convince people. No matter if it’s news, science or marketing, people have a hard time believing what they are told. This is a problem. Especially for telco providers when they want to communicate their most precious asset: their network. The communication relies heavily on proofs, tests and awards – and the belief of the people in it.
That’s why we went one step further. And made the invisible visible. To give people the best quality proof ever.
Introducing: “The visible net”. The world’s first 5G network made visible. A unique data visualization campaign that unifies real network data, cutting-edge technology and photography. And that turns 5G into art.
We went to various locations all across Germany ¬– from small towns to the biggest cities – and measured our 5G network using network analysis apps. A transmitter sent the raw data to a computer, where an algorithm translated the network data into light. The light data was then transmitted to a control box attached to a 10-metre LED pole hanging underneath a heavy-duty drone. The better the net, the more LEDs were activated. The drone flew artistic flight paths. Each of them was specially conceptualized on set to play to the strength of every location. Using long exposure technique, famous photographer Kai-Uwe-Gundlach was able to capture these paths – and created unique photo motifs showing our awarded 5G network.
The photos became the focal point of our campaign. They were used as print ads and OOH motifs all across Germany. The shapes of the bars even became the central design element of the whole 5G communication for the brand and are still in use today. In various product offers, on the website and of course in the social web.
That’s why we went one step further. And made the invisible visible. To give people the best quality proof ever.
Introducing: “The visible net”. The world’s first 5G network made visible. A unique data visualization campaign that unifies real network data, cutting-edge technology and photography. And that turns 5G into art.
We went to various locations all across Germany ¬– from small towns to the biggest cities – and measured our 5G network using network analysis apps. A transmitter sent the raw data to a computer, where an algorithm translated the network data into light. The light data was then transmitted to a control box attached to a 10-metre LED pole hanging underneath a heavy-duty drone. The better the net, the more LEDs were activated. The drone flew artistic flight paths. Each of them was specially conceptualized on set to play to the strength of every location. Using long exposure technique, famous photographer Kai-Uwe-Gundlach was able to capture these paths – and created unique photo motifs showing our awarded 5G network.
The photos became the focal point of our campaign. They were used as print ads and OOH motifs all across Germany. The shapes of the bars even became the central design element of the whole 5G communication for the brand and are still in use today. In various product offers, on the website and of course in the social web.
2022 Awards
Total Points: 9
Bronze Cube
Credits
Agency
SERVICEPLAN GERMANY / Munich
Neverest / Munich
Music / Sound Production Company
Studio EL / Berastegi
Post Production Company
Pirates 'n Paradise Berlin / Dusseldorf
Editing Company
Pirates 'n Paradise Berlin / Dusseldorf
Media Agency
Havas Media Germany / Frankfurt
Art Director
Theresa Fechler
Director
Mau Morgo
Executive Producer
Jakob Preischl
Photographer
Kai-Uwe Gundlach
Producer
Anne Reiners
Gernot Jurisch
Account Director
Denise Ackermann
Michael Sack
Global Chief Creative Officer
Alex Schill
Senior Art Director
Finnja Skornia
Tudor Cucu
Senior Copywriter
Martin Gillen
Senior Producer
Katrin Habermann
Account Manager
Benedikt Bermel
Chief Consumer Office
Wolfgang Metze
Client Service Director
Saskia Kroschewski
Consultant
Jacqueline Roth
Consultant Omnichannel
Marina Größl
Creative Director Art
Melanie Raphael
Pavel Bondarenko
Creative Director Text
Daniel Steller
Max Seidler
Customer Base Management
Franziska Günster
Director Brand & Marketing Communications
Michael Falkensteiner
DOP / Editor / Online
Jan Malvin Brinkmann
Film Production Company
BWGTBLD / Berlin
General Manager
Marcel Droß
Grading
No8 / London
Group Head
Freya Strohmeier
Head of Competence Center Communication
Brigitte Giels
Influencer Marketing Agency
Intermate Media / Berlin
Intern Copy
Melanie Ruf
Junior Account Manager
Anna-Lena Munsch
Junior Copywriter
Steven Hartmann
Junior Motion Designer
Robert Fäßer
Manager Trade Marketing
Tobias Schubert
Managing Creative Partner
Leif Johannsen
Patrick Matthiensen
Managing Partner
Lars Holling
Principal End to End Communications
Nikolaus Lemli
Project Managerin
Finja Grieme
Radio & Transport Senior Innovation Manager
Gerald Huber
Recording Studio
Loft Tonstudios / Hamburg
Senior Account Manager
Lea Soika
Senior Brand Manager
Rafael Binczyk
Senior Digital Content & Social Media Manager
Nadine Zich
Senior Editor / Motion GFX
Benjamin Kempe
Senior Marketing Communications Manager
Stefanie Welter
Senior Media Manager
Tobias Jacob
Senior Motion Designer
Oleg Friesen
Senior Product Manager Postpaid
Andreas Jochmus
Senior Project Managerin
Elisa Antonia Schrader
Trade Marketing Manager
Sami Abubaker
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