(Advertisement) Do you remember the Cannes reel? People used to actually go to the movies to watch 90 minutes of promotional videos. Today, brands mostly use other channels, but there are still plenty of impressive campaigns to watch. We took a look at some of the brand campaigns that won the iF Awards in 2021. Sometimes innovative, sometimes flashy, sometimes mysterious - here are some favorites.
Adidas
The Adidas brand campaign cleverly combines elements of Chinese culture with numerous pop trends to visualize the start of the new year. Each of the protagonists in the campaign interacts with the other characters, is self-confident and possesses skills that are highly valued in Chinese culture, such as play, sport and dance.
It all starts with a great fiesta that breaks the boundary between tradition and modernity. In a traditional setting, the protagonists show what they can do and combine pop with martial arts and veil dances with DJ sets and break dance.
This Adidas advertisement went viral on Tik Tok with more than 160 million clicks under the hashtag "MIC CNY" in an unprecedented way.
Sogrape
"We are able to endure things. When emptiness spreads, the pace changes and the world seems to stand still. When nature breathes, it's time to get to work."
With a new film, the Sogrape Vinhos winery from Vila Nova de Gaia in Portugal communicates its values and principles and gives an insight into its own way of thinking and working. The film was produced by Omdesign and broadcast on all continents.
During months of social distancing due to the Covid-19 pandemic, the world stood still, emptiness spread and people became more aware of other things again. The film "A Homage to the Classic Vintage" pays homage to nature and asks us to take time to appreciate what it gives us every day. "It is up to us to create life and meaning" - is the message of the campaign.
BMW
"Thanks to BMW, fully digital events have evolved. Innovative and mysterious, this is high-end, state-of-the-art programming for our time. What a beautiful and inviting way to present the new all-electric BMW iX." The iF jury was enthusiastic about the innovative brand campaign for the BMW iX, which won the iF Gold Award.
The design team of the BMW Group's all-digital streamcast event #NEXTGen2020, expanded by the Cologne-based creative agency Elastique, has taken virtual production to the extreme by adding AR layers and creating beautiful design worlds.
Mysterious scenes were created for the unveiling of the new BMW iX, a surreal environment for in-depth design presentations, imagined dynamic scenes for the iX launch in eSports and the fully digital vision vehicle "MINI Vision Urbanaut" at the center. All scenes were shot in a single studio. This flexibility was exactly what was needed in these challenging times, while maintaining a stunning visual quality.
Golden Melody Awards
"The Golden Melody Awards, GMA, are held every year in Taiwan. This year is the 30th anniversary, so we wanted to celebrate. We combined the poster and video design more closely than before by creating four posters from the four main concepts," explains the GMA team.
With an eye on social media, the decision was made to create animated posters instead of printed motifs. This is also the first time that the leading roles at the GMA have not been filled by stars.
"Our aim is for the audience and the musicians to remember their pure and original love of music," is how the organizers describe the background idea behind this year's award communication.
Click here for all categories and winners of the iF Design Awards.
You can also see other award-winning works here ...
