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Industry Apparel, Clothing & Footwear, Books
Media Design & Branding
Market Germany
Creative Director Uli Gurtler
Copywriter Claudia Oltmann
Released June 2011


Cannes Lions 2011
Design Lions Books Silver

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Books
Advertiser/Client: GÖRTZ
Product/Service: BOOK
Entrant Company: GÜRTLERBACHMAN Hamburg, GERMANY
Design/Advertising Agency: GÜRTLERBACHMAN Hamburg, GERMANY
Creative Director: Uli Gürtler (Gürtlerbachmann)
Art Director/Illustrator: Veronika Kieneke (Gürtlerbachmann)
Head of Marketing: Michael Jacobs (Görtz)
Account Manager: Anne Kennel (Gürtlerbachmann)
Copywriter: Claudia Oltmann (Gürtlerbachmann)
Brief Explanation:
To resolve the challenge, a promotion was designed which is not only colourful and eye-catching but also transfers knowledge about our local world of birds in a playful way.
In the foreground was not only one particular product but also the opportunity to bring attention to the children’s sections by optical and playful means of promotion, so parents will become a part of the Görtz customer card programme.
Describe the brief from the client:
Görtz runs not only in the Alstertal shopping centre as a special children’s shop but also controls many children's sections in Görtz shoe stores all over Germany.
In these sections, you will find highly skilled experts, who offer shoes and accessories for children in between the ages of 0 and 12 years.
In order to push these children’s sections and popularise them more, it was the task to create a promotion, which will bring up the customer frequency in these sections and win new customers for the Görzt customer card programme.
Description of how you arrived at the final design:
The colourful Görtz world of birds presents itself in all the Görtz sales areas set aside for children’s shoes. For this purpose, a lovingly designed birdhouse is of course indispensable: a big colourful book all about our feathered friends to play with and marvel at. Along with five different bird packagings for shoelaces, in the form of sales special, it has served to increase customer frequency in the Görtz sales areas for children’s shoes and to win over customers for the Görtz store card.
Indication of how successful the outcome was in the market:
In the past years there have been many promotions with the intention of stimulating the Görtz children’s sections and to win more customers for the Görtz card. Comparing to the Görtz world of birds all of them were much more complex and resulted in more cost. Regardless of other arrangements, in order to be successful it comes down to new applications for the Görtz customer card programme.
The Görtz world of birds was colourful and eye-catching. It spread the passion of collection, caused hundreds of applications for the Görtz card and was more effective than any promotion before.