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
Advertising / Series
Annual ID
ADC102_ILT050M
About the Work
After more than a year in slow motion, the airport's shops and restaurants needed fresh and positive communication to turn the page of the health crisis. The challenge was to make the airport not only a travel hub, but also a local shopping and leisure destination.
The illustration system is based on the toggle switch user interfaces, which imply voluntary actions and motion. Visitors aren’t guided with ready-made images and pushy marketing but have to interpret the messages themselves. The colorful illustrations are inspired by the flags of different nations and create an uplifting and cheerful environment. They were also effective in motion design, further emphasizing their versatility.
The grid-based icons are designed to create a “construction set” of graphic pieces, inviting visitors to interpret the messages based on their own imagination and experience. Like bricks from a box of Lego, they are combined with simple, “international” English, to make the messages understandable by people from a large variety of linguistic backgrounds.
This campaign allowed the airport to promote its shops and restaurants in a fresh and exciting way, resulting in a 4.8% increase in average spending per passenger in 2022 compared to 2019 (pre-Covid).
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Parenti Design: The Branding Studio / Geneva
Art Director
Elie Kupsc
Abel Nadin
Copywriter
Jean-Michel Larsen
Animator
Abel Nadin
Creative Director
Elie Kupsc
Designer
Amelie Touchet
Nicolas Bula
Director
Lisa Parenti
Illustrator
Elie Kupsc
Strategist
Flavia Engelmann
account director
Nathalie Guten
Lorna Steele
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