ADC Awards
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Category
Promotional / Booklet / Brochure / Catalog / Press Promotional Kits
Annual ID
ADC103_BCD043M
About the Work
o2 is one of the biggest telco providers in Germany. It has always used the claim: o2 can do. can do expresses the brand's aspiration to constantly question the rules of the telco market in order to improve them for its customers and become a game changer. But can do should also inspire the more than 7.000 employees. To this end, a brand book had to be developed.
CAN DO DECODED is the first brand book that contains the DNA of real game changers – extracted from buccal swabs. The DNA of outstanding personalities who have changed the world for the better. Like o2, one of the biggest telco providers in Germany, they also carry the game changer gene. To decode what it takes to be a game changer, we mixed actual DNA samples of the five most disruptive personalities of our time – and with them the game changer gene – into the printer ink. Detectable in every drop of ink the DNA manifests the brand’s game changer claim.
Each chapter became a can do story that stands one-to-one for the brand's
attitude and values – and got its own design language to underline the individual character of each game changer. The trajectory of the Fosbury flop – mimicked in the headlines. A homage to the first computer-readable script for Jimmy Wales in coding look. A play on the contrast between the grey of the streets in the Bronx in the 70s and handmade golden tags for Grandmaster Flash. Typography that shimmers in the
desert heat of Burning Man. Persian script that hints at Enissa Amani's roots. All
printed on a paper selection also based on the contents of the chapters.
Even the liquid cover contains the ink used to print the entire book.
CAN DO DECODED is the first brand book that contains the DNA of real game changers – extracted from buccal swabs. The DNA of outstanding personalities who have changed the world for the better. Like o2, one of the biggest telco providers in Germany, they also carry the game changer gene. To decode what it takes to be a game changer, we mixed actual DNA samples of the five most disruptive personalities of our time – and with them the game changer gene – into the printer ink. Detectable in every drop of ink the DNA manifests the brand’s game changer claim.
Each chapter became a can do story that stands one-to-one for the brand's
attitude and values – and got its own design language to underline the individual character of each game changer. The trajectory of the Fosbury flop – mimicked in the headlines. A homage to the first computer-readable script for Jimmy Wales in coding look. A play on the contrast between the grey of the streets in the Bronx in the 70s and handmade golden tags for Grandmaster Flash. Typography that shimmers in the
desert heat of Burning Man. Persian script that hints at Enissa Amani's roots. All
printed on a paper selection also based on the contents of the chapters.
Even the liquid cover contains the ink used to print the entire book.
2024 Awards
Total Points: 3
Merit Honor
Credits
Agency
SERVICEPLAN GERMANY / Munich
Client / Brand
Telefónica Germany / Munich
Music / Sound Production Company
German Wahnsinn / Hamburg
Art Director
Stella Kornfeld
Global Chief Creative Officer
Alexander Schill
Illustrator
Silvia De Ventura
Photographer
Chris Noltekuhlmann
Creative Art Director
Pavel Bondarenko
Creative Director Copy
Daniel Steller
Max Seidler
Creative Director Video
Dennis Fritz
German Chief Creative Officer
Till Diestel
Head of Design
Tudor-Ionel Cucu
Junior Art Director
Michał Kuśmierz
Tim Ballaschke
Junior Motion Designer
Margarita Nikolajeva
Senior Art Director
Jonas Bolzenius
Senior Motion Designer
Gergely Kozma
Senior Strategist
Kathrin Schneider
Account Management
Anna-Lena Munsch
Jennifer Grünsfelder
Johannes Pietz
Nico Lohmann
Art Buying / Bildrecherche und Einkauf
Katrin Grün
Autor
Benjamin von Stuckrad-Barre
Client Service Director
Sabrina Schwartz
Co-Autorin
Katharina Bergmann
Design Agency
Studio Oeding / Hamburg
Director Brand & Marketing Communications
Michael Falkensteiner
Druck- und Medienberatung
Julia Strauch
Geschäftsführer / Managing Director
Holger Warnecke
Geschäftsführung & Creative Direction / Managing Director & Creative Direction
Katrin Oeding
Geschäftsführung / Managing Director
Mark Siepmann
Head of Brand Strategy & Brand Management
Jan Berndt
Literature & Movie Production
marcel hartges Literatur- und Filmagentur / Munich
Management Dick Forsbury
Ray Schulte
Management Enissa Amani
Erhan Dogan
Management Grandmaster Flash
Jack Rannells
Michael "RIP" Dunham Jr.
Management Jimmy Wales
Kerry Moores
Management Marian Goodell
Carly Rhodes
Megan Miller
Managing Creative Partner
Leif Johannsen
Patrick Matthiensen
Managing Director
Bettina Hartges
Myles Lord
Managing Partner
Kathrin Heinemann
Lars Holling
Matthias Bauss
Patrizia Caruselli
Owner
Tobias Rudloff
Post Production / Grading
nhb NEXT / Hamburg
Printing House
Druckerei Siepmann / Hamburg
Production
Buchbinderei Warnecke / Broderstorf / Rostock
Drive by Heroes / Hamburg
Fabian Kolpin
Project Manager
Katherina Vetter
Marcel Kohrs
Rights & Testimonial Clearances
Spark Marketing Entertainment / Hamburg
Senior Brand Manager
Rafael Binczyk
Senior Integrated Producer / Art Buying
Jennifer Schulz
Sound Design Case Film
Massive Music / Berlin
Testimonial
Dick Fosbury
Enissa Amani
Grandmaster Flash
Jimmy Wales
Marian Goodell
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