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The&Partnership presents Upgrade Your Style – the Style Selection from TOYOTA on GoSee

With a fresh campaign look, Toyota's new agency The&Partnership made a big splash this Fall with "Style Selection by Toyota". Toyota Germany would like to change how the brand is perceived by selected target groups and emotionalize the Toyota brand. The idea is for the Style Selection equipment line to have an image and brand building effect across several models and underscore the brand values 'modern portfolio' and 'excellent craftsmanship'. These vehicles were staged by fashion photographer Henrik BÜLOW with modern flair: AYGO, YARIS, C-HR, AURIS and RAV4.

The focus was on the 52-page Style Selection magazine, BOLD. Henrik BÜLOW had complete creative freedom to stage the brand and the models differently and thus avoid traditional advertising imagery. Playing a main role for the production is the metropolis Berlin which served as the backdrop for the 10-day photo shoot. Responsible were Niels Klamma (Manager Marketing Communication) & Mareike Felten, and from the agency The&Partnership, René Hanke and Torsten Rüther (Creation), Regine Schreiber, Marc Schnitzler (Consulting), Thomas Wischnewski (Production). Accompanied by a banner campaign which leads to the Style Selection landing page, 12-page supplements in lifestyle media and automotive magazines make the media mix complete.
01.11.2017 // show complete article

Creativity beats Technology! Or: Is the German industry still positioned well? The ADC FESTIVAL 2017 exclusively by Rolf Scheider for GoSee

From Monday, 8 May 2017 thru Sunday, 21 May 2017, and for the 5th consecutive time, Hamburg was the host of the ADC Festival. 1500 visitors were expected to attend the largest show of the most creative works from Germany, Austria and Switzerland. Topic of the ADC FESTIVAL in 2017: DISRUPTING DEUTSCHLAND with the subtitle: 'Creativity beats Technology'. Or is the German industry still positioned well? Rolf Scheider was there for GoSee.

JURY DAYS – 378 ADC members in 27 professional juries viewed all submissions from the ADC competition as well as the ADC Junior competition on two jury days in private under the supervision of Jury Chairman Erik Spiekermann and chose the recipients of the coveted ADC Nails. A total of exactly 365 bronze, silver and golden nails were awarded for winning works – or as Jury Chairman Erik Spiekermann emphasized at the press conference so appropriately: A Nail for every day of the year...

Wednesday – ADC JUNIOR CONGRESS – Promotion of young talent at the Art Directors Club for Germany on the topic of: THINK TECH. THINK CREATIVE. Visionaries and creative minds from various areas demonstrated the equal importance of technological and creative competence with smart projects and clever business models.

And CAREER PLANNING was also firmly on the creative radar: Portfolio checks, speed recruiting for junior creatives and agencies plus universities with booths – a whole hall was provided for viewing portfolios and speed dating with the junior creatives. Two dozen advertising agencies with their recruiters looked at the portfolios and the smart young creatives in 5-minute slots and picked the best among the candidates right then and there. At the very inviting and creative AGENCY BOOTHS, the young creatives had the chance to receive individual advise or consultation immediately afterward.

On Wednesday evening, it was time for the ADC Junior award ceremony. The most creative term, final and practical projects were awarded in 2017. Elke Klinkhammer, former CCO at McCann Germany and Chairman of the ADC Junior jury, was the eloquent host of the evening.

On Thursday, 11 May 2017: The press conference. Apart from the four Grand Prizes, the juries were otherwise very generous in 2017. Mr. Vogel justified it with the great year. Didn't they say the same or similar in 2016? Doesn't matter, a total of 365 medals were given – 40 Gold, 124 Silver and 201 Bronze, which is about 20 percent more than last year. Even though only 0.85 percent more entries were submitted. The most of the coveted awards – a total of eleven – went to the Hornbach campaign "You're alive. Do you remember?" by Berlin-based agency Heimat. That made it number one among the most successful projects of this year. For the controversial "Project Germany", also from Heimat for Hornbach, there was Bronze in the B2C Promotion category and a Silver award in Sponsoring. In detail: In absolute numbers, the 2574 submissions in 2017 were distributed among around 7200 individual exhibits. Meaning: About 5 percent of all exhibits took home a Nail this year.

Thursday, 11 May 2017 from 7pm: The ADC award ceremony, the big AWARDS show, was completely sold out with more than 1000 guests. The Bronze and Silver winners were given their Nails on stage, the Golden Nail Winners were singled out individually, just like the 4 GRAND PRIZE winners, for each of whom a laudation was held. Then finally at 11pm: The AFTER PARTY – where celebrating and dancing under the giant disco ball, and again with the same 1000 guests, continued until deep into the night.

Not to forget The ADC EXHIBITION. The large exhibition took place until 21 May at Museum der Arbeit. On display are the best works from the ADC competition and the ADC Junior competition in the categories Advertising, Design, Digital Media, Editorial, and Communication in Space. And brand NEW: THE ADC APP. The ADC app makes the ADC exhibition clearer than ever: all entries of the Professional and Junior competition can be seen. Search and filter functions help find what you are looking for.

Exactly what you are looking for: We have two films with original statements and several snaps for you on GoSee, captured exclusively for you by our GoSee event correspondent of the heart, Rolf Scheider. The winners are available for those who just can't wait on the ADC site at:
17.05.2017 // show complete article

The Opening Show of the Amazon Fashion Week TOKYO 2017 S/S wins Gold at The One Club & ADC Global – we have the video by McCANN TOKYO, TYO inc. and WOW inc. for you on GoSee

The digital opening spectacle of the AMAZON FASHION WEEK TOKYO received Gold at THE ONE SHOW 2017 in the category design: Environmental/Museums/Gallery Installation. Driving force behind it all was Japanese creative studio WOW: “WOW was in charge of the planning, production, and creation for the opening party of Amazon Fashion Week TOKYO 2017 S/S, which was held in Omotesando Hills on 17 October, 2016. We aimed to create a performance in line with Amazon Fashion Week TOKYO's idea of 'a performance full of surprises the likes of which has never been seen'.

With one of the key visual elements of fashion shows, White Cube (=white boxes), as a motif, we arranged 125 boxes on the wall above the stage in a geometric pattern. We began with projection mapping onto this wall of boxes and, in the middle of the event, used other devices and programming to animate the opening of their lids. We utilized the illusionary effect produced by combining projection mapping, box animation, and lighting. We believe that we enlivened the event by our creation of a space and experience full of surprises.”
11.05.2017 // show complete article