IT'S ALL ABOUT FOOD by Czoo for Danish Crown

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IT'S ALL ABOUT FOOD

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Denmark
Agency Czoo
Art Director Sune Wirth Engelund
Producer Morten Søholm
Illustrator Lorena D.o. Cruzado
Released December 2011

Credits & Description

Category: Large Business - international or global scale
Advertiser: DANISH CROWN
Product/Service: ANNUAL REPORT
Agency: CZOO
Director Of Corporate Communications: Anne Villemoes (Danish Crown)
Art Director: Sune Engelund (Czoo)
Project Manager: Kirsten Sørensen (Czoo)
Illustrator: Lorena D.o. Cruzado (Czoo)
Ad Assistant: Rie Dyrebjerg Davidsen (Czoo)
Producer: Morten Søholm (Czoo)
Graphic Production: Birgitta Grouleff (Czoo)
Media placement: Annual Report - Published To Stakeholders - December 5th 2011

Describe the brief from the client
The client wished an outstanding annual report, which would reflect and emphasise their position as a food producing company. Furthermore, they wanted an annual report that was highly readable, and strengthened their image as a modern and open-minded company.

Describe the challenges and key objectives
The mayor challenge was to develop a coherent concept that could create a synthesis of cooking (form) and annual report (content).
Annual reports are by definition always produced on a very tight deadline. Therefore, it is important to prepare everything in detail, stick to the concept and refrain from lowering the bar.

Describe how you arrived at the final design
One of the key words in the design process was ‘Bistro’, which means authenticity, honesty and an unpolished celebration of the ingredients and the cooking process. This ‘Bistro-dogma’ was applied to every aspect of the design ie. choice of paper, photo style, illustrations, colour grading and the overall editorial choices.

Give some indication of how successful the outcome was in the market
Afterwards the client received positive response from investors, business partners and other important stakeholders.
They have received massive credit for their courage and innovative approach to the annual report as media.