Christchurch designers proved once and for all that you don’t have to be in Auckland to do good design, scooping an impressive 17 awards at this year’s national BeST Design Awards – New Zealand designs equivalent of the Oscars.
Strategy Design & Advertising, led by Design Directors Guy Pask and Douglas Maclean, won gold in the Environmental Graphics category for their innovative promotional campaign Giacometti Shadows, which saw “shadows” of famous 20th Century artworks sprouting up all over Christchurch earlier this year to draw attention to the Christchurch Art Gallery’s Giacometti exhibition.
Guy Pask said the gallery’s limited budget invited a fun, low-cost campaign for maximum effect. “The creative team made 10m tall vinyl silhouettes of Giacometti’s Walking Man and Standing Woman and attached them to the gallery’s facades, which created large scale shadows across the entrance foyer.”
They also created similar shaped shadows all around the city. “Anywhere we could find a lamp post or anything that would lend itself to being brought into the campaign we used – including the city’s bronze corgi sculptures.” The judges said the entry demonstrated the power of a good idea well executed.
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