"NATURAL MEDIUM" Design & Branding for CANNES 2008 WORKSHOP “DESIGNING NATURALLY” by Tátil Design

Type of Entry: Corporate or Brand Identity
Category: Flyers, Tickets, Invitations & Cards
Title: NATURAL MEDIUM
Advertiser/Client: TATIL DESIGN
Product/Service: CANNES 2008 WORKSHOP “DESIGNING NATURALLY”
Entrant Company: TATIL DESIGN Rio de Janeiro, BRAZIL
Design/Advertising Agency: TATIL DESIGN Rio de Janeiro, BRAZIL
Creative Credits
Name Company Position
Fred Gelli Tátil Design Creative Director
Claudia Niemeyer Tátil Design Designer
Ana Camargo Tátil Design Designer
Anderson Marcicano Tátil Design Production Manager
Luciana Moletta Tátil Design Producer
Bruno Senise Tátil Design Design Intern
Fabricio Menezes Tátil Design Art Finalist
Details
Brief Explanation:
Our main challenge was to let people know about the workshop in a way that the invitation itself would demonstrate the topic that would be discussed: the possibility and necessity to design highly attractive pieces, having environmental concerns in mind. Our main objective was to escape from the traditional, ink printed on paper invitation and find an alternative that caused zero environmental impact while maintaining high visual and sensorial impact.
Describe the brief from the client:
Invited to participate in the 55th Cannes publicity festival presenting a creative workshop entitled “Designing Naturally”, our agency was challenged by the task of designing an invitation that would be aligned with the workshop’s theme. The purpose of the workshop was to discuss the roll of design as a tool to transform the future, giving examples of low environmental and high sensorial impact solutions.
Description of how you arrived at the final design:
Focusing on these premises, the solution we came up with was to produce an invitation that had as its medium naturally fallen dried leaves, which were laser printed. The absence of ink allows the leaves to be borrowed and then returned to nature, after fulfilling their purpose. This project called for the participation of our entire team: each one selected an image that they considered adequate to the theme “Designing Naturally”. From animals to dancers, from hamburgers to planes, each image was printed on a leaf along with the basic information about the workshop we had to convey.
Indication of how successful the outcome was in the market:
We consider that this project was a total success. It was an idea that, for being so simple and yet so effective, managed to turn heads of people who live out of chasing big ideas like Steve Lathan, for example. To corroborate with those opinions came the invitation for the leaves to feature the cover of the October 2008’s Global Innovation Report, published by a London based trend analysis and forecasting consultancy called GDR Creative Intelligence.