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THE HUMANITIES ABC OF HUMANKIND
| See full size 1707x1178 px | |
| Released: | May 2008 |
| Avertiser: | FEDERAL MINISTRY OF EDUCATION AND RESEARCH |
| Agency: | SCHOLZ & FRIENDS |
| Country: | Germany |
| Category: |
Corporate image
|
| Awards: |
Cannes Lions 2008 Design Silver
|
| Tags: |
Cannes 2008
Case study
|
Credits:
Type Of Entry: Corporate or Brand Identity
Category: Environmental Design: Semi-Permanent
Title: THE HUMANITIES ABC OF HUMANKIND
Advertiser/Client: FEDERAL MINISTRY OF EDUCATION AND RESEARCH
Product/Service: SCIENCE YEAR 2007
Entrant Company, City: SCHOLZ & FRIENDS IDENTIFY, Berlin
Country: GERMANY
Design/Advertising Agency, City: SCHOLZ & FRIENDS IDENTIFY, Berlin
Country: GERMANY
Category: Environmental Design: Semi-Permanent
Title: THE HUMANITIES ABC OF HUMANKIND
Advertiser/Client: FEDERAL MINISTRY OF EDUCATION AND RESEARCH
Product/Service: SCIENCE YEAR 2007
Entrant Company, City: SCHOLZ & FRIENDS IDENTIFY, Berlin
Country: GERMANY
Design/Advertising Agency, City: SCHOLZ & FRIENDS IDENTIFY, Berlin
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Wolf Schneider | Managing Director | Scholz & Friends Identify |
| Penelope Winterhager | Managing Director | Scholz & Friends Identify |
| Tobias Wolff | Creative Director | Scholz & Friends Identify |
| Olivier Nowak | Art Director | Scholz & Friends Identify |
| Gito Lima | Art Director | Scholz & Friends Berlin |
| Jinhi Kim | Art Director | Scholz & Friends Identify |
| Juergen Krugsperger | Art Director | Scholz & Friends Identify |
| Christian Ruehe | Art Director | Scholz & Friends Identify |
| Philipp Mehne | Copywriter | Scholz & Friends Agenda |
| Mirko Derpmann | Copywriter | Scholz & Friends Agenda |
| Christof Biggeleben | Copywriter | Scholz & Friends Agenda |
| Hans Selge | Copywriter | Scholz & Friends Agenda |
| Bettina Prange | Account Manager | Scholz & Friends Identify |
| Lars Colin Steinmayer | Film Producer | |
| Anke Landmark | Film Producer | Scholz & Friends Identify |
| Nele Juergens | Film Producer | Scholz & Friends Identify |
| Daniel Klessig | Film Producer | Scholz & Friends Identify |
| Sebastian Greuner | Photographer | |
| Holger Nawrocki | Façade Climbers | Nawrocki Alpin |
| Daniel Margraf | Letter Installation | Skudi Optics |
| Sound Producer | Hastings Berlin |
Brief/Objectives/Goals:
Brief: In Germany, the focus of 2007 was the Humanities. The task was to attract attention and arouse public and media interest in Humanities, their diversity of themes and importance in our life. Our mission was to make the Humanities as visible and tangible as possible in public spaces. Objectivs: To create lasting images, special projectors were used to shine giant letters onto public buildings of great symbolic significance. "Human flies" then glued special foil over the letters. The installations function like the Humanities themselves: you have to change your perspective to truly understand them. Only from the proper angle does the whole picture make sense. Goals: The result was Germany's largest alphabet - architecture and art have made the "Science Year" into an event. In just a short time the ABC installations developed into a publicity magnet: subjects were photographed billions of times and made their way around the world. The campaign achieved much media coverage, from local radio stations and newspapers to the national press and TV stations.