Full Moon 社交媒体广告 by Fabiano Dalmacio is a highly esteemed winner of the very prestigious 2021 A' Design Award 银奖 in 广告、营销与传播设计 Competition Category.
银广告· 2021
Full Moon 社交媒体广告
Client: Rothco, part of Accenture Interactive
A' Design Award 银奖 Winner in 广告 Category
- 33,432
- Verified Award Winner
- Verify Award Status for #122999
The Design
About Full Moon 社交媒体广告
《满月》是为健力士（Guinness）创作的一则社交媒体广告。该视觉作品于2020年万圣节之夜在Facebook与Instagram的信息流及快拍中发布，当晚全球各地都可观赏到罕见的蓝月亮。图像通过Adobe Photoshop中的修图与照片合成技术制作完成，将高分辨率的月球素材、品牌图像与啤酒质感以图层方式叠加融合，形成一幅完整画面。创作意图在于以月亮与一杯啤酒之间的简洁关联，加入这场全球性的话题讨论。
The Recognition
About the A' Design Award 银奖
Full Moon 社交媒体广告是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Full Moon 社交媒体广告将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Full Moon 社交媒体广告是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。
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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