Full Moon Primary Function: Reklamm op de sozialen Medien by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award an Sëlwer in Reklamm, Marketing a Kommunikatiounsdesign Competition Category.
SëlwerReklamm· 2021
Full Moon Primary Function: Reklamm op de sozialen Medien
Client: Rothco, part of Accenture Interactive
A' Design Award an Sëlwer Winner in Reklamm Category
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The Design
About Full Moon Primary Function: Reklamm op de sozialen Medien
Book Text: Full Moon ass eng Reklamm op de sozialen Medien, déi fir Guinness kreéiert gouf. De Visual gouf op Facebook an Instagram an de Feeds an Stories an der Halloween-Nuecht 2020 publizéiert, wéi ee seltene Bloe Mound ronderëm d'Welt siichtbar war. D'Bild gouf duerch Retusche a Fotomanipulatioun am Adobe Photoshop produzéiert. Héichopléisend Mound-Referenzen, Markebiller a Béier-Texturen goufe a Schichten kombinéiert, fir ee eenzegt Bild ze bilden. D'Intentioun war et, sech un enger globaler Konversatioun ze bedeelegen mat enger einfacher Verbindung tëscht dem Mound an engem Glas Béier.
The Recognition
About the A' Design Award an Sëlwer
Full Moon Primary Function: Reklamm op de sozialen Medien ass e Gewënner vum A' Design Award an Sëlwer, enger aussergewéinlech prestigiéiser Unerkennung, déi un Designe vun der héchster Qualitéit, prächteg a beandrockend vergi gëtt. Sëlwer-Gewënner si bemierkenswäert brillant a ganz kreativ Wierker, déi d'erausragend Expertise, d'Talent an d'Schaarfsënnegkeet vun hire Designer weisen. Et gëtt erwaart, datt Full Moon Primary Function: Reklamm op de sozialen Medien e wonnerbart, mustergëlteg, bemierkenswäert professionellt an déif innovatiivt Wierk ass. Dëst mam Sëlwer ausgezeechent Design ass eng bemierkenswäert, bewonnert Erfindung, déi dozou bäidréit, d'Grenze vun der Konscht, der Wëssenschaft, vum Design an der Technologie ze erweideren. Full Moon Primary Function: Reklamm op de sozialen Medien ass eng Kreatioun, op déi vill neidesch sinn, déi Wënsch erweckt, positiv Gefiller bréngt an Erstaunen a Wonner erweckt.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- While the whole world was talking about this curious full moon, Guinness became part of the conversation by posting this unique visual to light up social media feeds on Halloween night.
- Dimensions & Packaging
- Facebook & Instagram feed/stories.
- Tags
- beer, Guinness, halloween, moon, Ireland
- Production Technology
- The project was designed on Adobe Photoshop through retouching and photo manipulation using high resolution images. The final image is a combination of layers using moon references, Guinness images and beer textures.
- Design Challenge
- The biggest challenge involved retouching and photo manipulation to find the right visual balance. This was achieved on Photoshop by combining different layers with images from the archive and brand assets like the creamy foam photography.
- Research
- Using the visual database from websites like Google and Nasa, a vast image research was made and a rich archive was created to be used as reference while developing the project. Then these images were combined and compared with brand assets to create the final visual.
- Inspiration
- A blue moon, as anyone who has heard the phrase might guess, is a rare phenomenon. A blue moon on Halloween visible all over the globe is even more rare. This unique event happened on 31 October 2020, and the next one will only happen on Halloween 2039.
- Project Duration
- The project was developed in October 2020 in Dublin, Ireland.
- Operation Flow
- The post reached 662,500 people in Ireland, driving 2,600
to the brand website - www.guinness.com - in only a few hours. - Team Members
- Advertising Agency: Rothco, part of Accenture Interactive
Chief Creative Officer: Alan Kelly
Executive Creative Director: Jen Speirs
Creative Director: Stephen Rogers
Art Director: Fabiano Dalmácio
Managing Partner: Zara Flynn
Account Director: Karen Austin
Account Manager: Susan Maguire
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