DESIGNLABOR 25|25 by Brand Union for DESIGNLABOR

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DESIGNLABOR 25|25

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency Brand Union
Creative Director Daniela Schuch, Norman Quadflieg
Designer Maike Gilberg, Saskia Heinke
Released February 2010

Credits & Description

Category: Event and Field Marketing
Advertiser: THE BRAND UNION HAMBURG
Product/Service: BRANDING AND DESIGN
Agency: THE BRAND UNION
Date of First Appearance: Mar 1 2010 12:00AM
Entrant Company: THE BRAND UNION, Hamburg, GERMANY
Entry URL: http://www.designlabor25-25.de
Chief Executive Officer: Dr. Alexander Schubert (The Brand Union Hamburg)
Senior Designer: Berit Engler (The Brand Union Hamburg)
Creative Director: Daniela Schuch (The Brand Union Hamburg)
Senior Designer: Finn Naujoks (The Brand Union Hamburg)
Business Development Manager: Julia Schwieger (The Brand Union Hamburg)
Public Relations & Marketing Manager: Karen Schulze (The Brand Union Hamburg)
Designer: Maike Gilberg (The Brand Union Hamburg)
Finance Director / HR: Michael Carl (The Brand Union Hamburg)
Consultant: Michael Schimming (The Brand Union Hamburg)
Creative Director: Norman Quadflieg (The Brand Union Hamburg)
Designer: Saskia Heinke (The Brand Union Hamburg)
Media placement: Live Experiment and Microsite - Live Event and Online - 1 March 2010

Describe the objective of the promotion.
How to explore the potential of great packaging design. Raise the public awareness of The Brand Union as one of the market leading design agencies in Germany. Demonstrate the value and creative power of packaging design above and beyond its merely commercial use, and to create buzz and word-of-mouth within the marketing, design and arts communities and media.

Describe how the promotion developed from concept to implementation
We created a pop-up store named Designlabor 25|25 (engl.: design lab) within an art gallery which started as an empty space and was filled with innovative design ideas by 25 designers within 25 days day by day. While it was filled up, the real store became a popular meeting point, hosting several smaller events. Designlab was co-sponsored by the leading trend scout agency, Trendbüro, which provided inspiration. The whole event was supported by the microsite designlabor25-25.de, blogs, social media communities as well as national sampling of stickers that could be designed and posted online by everybody.

Describe the success of the promotion with both client and consumer including some quantifiable results
More than 80 unique design concepts, executed in more than 250 single pack designs and dummies went into the store. 500 page visits online on our microsite on average per day, visits from 149 cities in Germany, and from many other countries, including the U.S., China, and UK. Over 400 blog posts on our own blog and other blogs referring to the event. Facebook, Twitter, Xing groups and communities. More than 50 designers creating and posting their own designs on Flickr. High press coverage in trade press and general media.

Explain why the method of promotion was most relevant to the product or service
We showed the value and creative power of packaging design above and beyond its merely commercial use, and to create buzz and word-of-mouth within the marketing, design and arts communities and media. We demonstrated that packaging design can play an important role in the society, not just in a commercial sense but also in exploring new trends and territories, and making people sensitive for cultural, ecological, and social aspects of design.