Lobo shows why it is a D&AD Pencil winner. And challenges you to see if you could be one too.
Mentor for the D&AD Next Director Award, Lobo, said of its D&AD tribute, “We didn’t want to simply create a collage of pieces in a “retrospective reel” fashion.” So it showed off creative excellence with some creative excellence of its own.
“Bonkers, but brilliant” seems to sum up Wish You Were Here? perfectly. Thank you, Dan Bryant, comms manager, D&AD.
Lobo is a graphic design and animation studio in São Paulo, Brazil. It turned twenty this year. So, its D&AD tribute is also a “look at what we can do” anniversary piece.
What it can do is pretty exceptional – all the way from idea to execution. Lobo had been asked by D&AD to create, “an invitation and a challenge for professionals to try and make their work a part of this history.”
If you don’t respond to “wish you were here,” as an invitation to enter D&AD 2015 and Wish You Were Here? as a challenge to prove your worth, your batteries might be dead.
Lobo explained, “Our goal was to offer a creative reinterpretation of the Awards’ heritage, scrambling the material into something completely new and at the same time reminiscent of the original ads. Therefore not a single reference can be found in its original form: our idea was to swap techniques, characters and narratives between the pieces, all the while keeping a coherent visual identity throughout, since D&AD is notorious for its strong brand integrity.
“In 2012, D&AD commemorated the fiftieth anniversary of its annual design and advertising awards. It was a celebratory year for Lobo as well, for it marked the beginning of a creative partnership with the venerable organisation – a feat that we, big fans of D&AD since our student days, could only dream of achieving when Lobo started out.
“In fact, those dreams started coming true back in 2011, when Lobo won its first Yellow Pencil for the Cartoon Network promo, Toy Soldier, the first time a Latin American design & animation studio won this coveted award.”
“Memorable pieces of design and electronic and print advertising are interwoven in a surreal, dreamlike sequence that follows no rational rule – chronological, stylistic or otherwise – but for the mysterious one that’s in charge of our unpredictable, free-associative and more often than not fallible memory.
“Our choices were dictated in equal parts by the historic importance of the pieces and our own personal taste, while also trying to strike a balance between old and new, popular and more obscure work. Another principle guiding our selection was to contemplate a variety of visual techniques and styles: live action, still photography, 2D, 3D and stop motion animation, among others. This diversification was important for the creative process we were about to hop on once we had our compilation ready.”
The two minute film will be a feature on D&AD’s website and the opening piece at the next Awards ceremony.
Creative credits:
Client: D&AD
Creative direction: Mateus de Paula Santos, Loic François Marie Dubois
Art direction: Lobo
Production company: Lobo
Creative executive producer: Loic François Marie Dubois
Producer: Aron Aguiar, Eve Weigel, Amanda Queiroz Telles
Concepts: Lobo
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