red dot: best of the best (Packaging)
red dot award: communication design 2009
On the act of seeing in the light of his art Picasso once said that he tried to unlearn everything that his brain told his eyes about what they had to see. Because when one looks at a chair, it will automatically turn into a chair. And when seeing a reflection, one knows immediately that it is not the real object, because it is only a reflection. Picasso wanted to defy this mechanism and see things the way they appear in the instant of looking itself.
To see old things in a new light is pivotal in all of creativity. The shoe box as a play world too expresses an unveiled view of the familiar: a rather generic shoe package turns into a small universe telling fascinating stories. Each box shows on its inside surface either a swimming pool, a fashion show, an urban jungle or a concert stage setting depicted with rich details in such a way that they are very attractive, especially to children. Each box can either function as a play world on its own or be attached to the others, since the four worlds can be connected via staircases and doors. The particular innovation of this shoe box reveals itself as a benefit that is completely disassociated from its initial function as shoe packaging. Furthermore, the entire packaging is environmentally friendly.
 head of marketing Michael Jacobs head of advertising Evelyn Chroust design gürtlerbachmann Werbung GmbH, Hamburg creative direction Uli Gürtler art direction Veronika Kieneke text Jens Ringena |
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