Loewe Opta: LOEWE 3D by Scholz & Friends Berlin for Loewe Opta

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Loewe Opta: LOEWE 3D

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Industry Business equipment & services
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens, Wolf Schneider
Art Director Juergen Krugsperger, Desiree Denner
Released June 2011

Awards

Cannes Lions 2011
Design Lions Design Typography Silver
Design Lions Point of Sale Silver

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Design Typography
Advertiser/Client: LOEWE OPTA
Product/Service: 3D POSTER
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Design/Advertising Agency: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Executive Creative Director: Wolf Schneider (Scholz & Friends)
Art Director/Copywriter/Illustrator/Designer/Typographer/Concept/Idea: Gito Lima
Managing Director/Consultant: Stefanie Wurst (Scholz & Friends)
Art Director: Juergen Krugsperger (Scholz & Friends)
Art Director: Desiree Denner (Scholz & Friends)
Consultant: Joris Junker (Scholz & Friends)
Brief Explanation:
The latest generation of Loewe 3D TVs stands for the next dimension in premium television. The advantages of owning a three-dimensional television in familiar Loewe quality should be communicated in an intelligent and minimalistic way.
Describe the brief from the client:
Three-dimensional TVs represent a trend with huge potential in the home entertainment industry. 3D blockbusters are extremely popular at box offices, and TV channels are increasingly broadcast with 3D content. Loewe aims to accommodate this development with its own premium concept. Thanks to 3D technology, viewers will even be able to experience older movies in a whole new way.
A teaser campaign is intended to attract attention to the planned market launch of the latest generation of 3D TVs with full HD LCD technology and LED backlighting in the first quarter of 2011.
Description of how you arrived at the final design:
The latest generation of Loewe 3D TVs stands for the next dimension in premium television. The advantages of owning a three-dimensional television in familiar Loewe quality should be communicated in an intelligent and minimalistic way.
Indication of how successful the outcome was in the market:
Loewe turns an ordinary 2D movie into an unparalleled 3D movie experience.
Unforgettable movie quotes from international blockbusters such as James Bond (“Shaken, not stirred.”), Star Wars (“May the Force be with you.”), Forrest Gump (“Run, Forrest! Run!”), Apollo 13 (“Houston, we have a problem.”) and Terminator 2 (“Hasta la vista, baby.”) will be conveyed in a whole new dimension – “a new reality”.