GULDSKRIFT PRIZE by Ohlsonsmith for Citypaketet

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GULDSKRIFT PRIZE

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Industry Business equipment & services, Corporate Image
Media Design & Branding
Market Sweden
Agency Ohlsonsmith
Creative Director Barbro Ohlson Smith
Released April 2010

Credits & Description

Category: Self Promotion
Advertiser: CITYPAKETET
Product/Service: GULDSKRIFT PRIZE
Agency: OHLSONSMITH
Date of First Appearance: Apr 14 2010
Entrant Company: OHLSONSMITH, Stockholm, SWEDEN
Creative Director: Barbro Ohlson Smith (Ohlsonsmith)
Media placement: Trophy - Awards Evening - 14 April 2010

Describe the brief from the client
Create an impressive trophy for the "Guldskrift" (“Golden Writing") Prize celebrating the best copywriter
in Swedish advertising.

Describe the challenges and key objectives
Guldskrift was in need of a clear and bold identity.

The challenge was to both differentiate "Guldskrift" from the "Golden Egg" (Guldägget National Communication Awards, Sweden’s equivalent of D&AD), as well as also remaining part of it, being presented at the "Guldägget" awards ceremony.

Key objectives were to create something that was instant, something that communicated both "Gold" and "Writing" and was impressive in its self.

Describe how you arrived at the final design
The aim was to create something that communicated both "Gold" and "Writing".
The letter G communicates both G for "Guldskrift" as well as all letters and words.
Giving the G such a chunky feel and weight suggests the importance of winning it. It is not to be stood up or hung on the wall, it is designed to sit on your desk.

Give some indication of how successful the outcome was in the market

It was released in spring 2010 and has been given out once so far.
The prize has been going on for years but without this trophy. It has now a strong identity, and has become more well known.