TIME UP, LIVE OVER by Scholz & Friends Berlin for Bund

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TIME UP, LIVE OVER

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Industry Environmental & Animal Issues
Media Design & Branding
Market Germany
Agency Scholz & Friends Berlin
Executive Creative Director Matthias Spaetgens
Creative Director Mathias Rebmann, Florian Schwalme
Art Director René Gebhardt, Bjoern Kernspeckt, Ksenia Slavcheva
Released January 2011

Credits & Description

Category: Posters
Advertiser: BUND
Product/Service: ENVIRONMENTAL AWARENESS
Agency: SCHOLZ & FRIENDS BERLIN
Date of First Appearance: Jan 28 2011
Entrant Company: SCHOLZ & FRIENDS BERLIN, GERMANY
Chief Creative Officer: Martin Pross (Scholz & Friends)
Executive Creative Director: Matthias Spaetgens (Scholz & Friends)
Creative Director: Florian Schwalme (Scholz & Friends)
Creative Director: Mathias Rebmann (Scholz & Friends)
Art Director: Ksenia Slavcheva (Scholz & Friends)
Art Director: René Gebhardt (Scholz & Friends)
Art Director: Bjoern Kernspeckt (Scholz & Friends)
Account Manager: Christine Scharney (Scholz & Friends)
Account Manager: Susanne Kieck (Scholz & Friends)
Graphics: Sebastian Frese (Scholz & Friends)
Illustration: (Peppermill Berlin)
Media placement: Indoor Posters - Pet Stores, Health Food Stores, ... - 28.01.2011
Media placement: Print - BUND Magazin, FRIZZ Gießen, FRIZZ Kassel, Magazin Events - 28.01.2011
Media placement: Billboards - In Germany - 28.01.2011

Describe the brief from the client
The Association for Environment and Nature Protection (BUND) asked us to raise awareness of the extinction crisis facing many species in order to mobilize donators.

Describe the challenges and key objectives
Man-made climate catastrophes and environmental disasters, shrinking wildlife habitats, unscrupulous hunting – many endangered species are running out of (life) time.
The challenge was to illustrate this dramatic situation in an easily understandable yet arousing and emotional way.

Describe how you arrived at the final design
“It’s 5 minutes 'till 12” is a German expression meaning “We don’t have much time before a catastrophe strikes” – in the adverts’ case – before a species becomes extinct. So the advert shows crushed animals between the hands of a watch, because if you want to save species, you must not lose any time and donate now.
To accomplish an emotional visualization of our dramatic issue, we used wildlife photographs of actual dying animals, which we integrated in realistic 3D-rendered watches.