Cannes Lions International Advertising Festival has announced the winners for the newly launched category, Design Lions. From the 140 entries announced in the shortlist last Tuesday, the Judges identified the Grand Prix, Gold, Silver and Bronze finalists.
The Grand Prix was awarded to Turner Duckworth: London & San Francisco for their Coca-Cola Identity (shown above). Awarded for their Creativity, Originality, Execution and the level of Consumer Engagement, the design brief for the Grand Prix design states:
Over the years, Coca-Cola's visual identity had become cluttered and uninspiring, diluting the brand's iconic status.The brand was losing its charm and cultural relevance. Coca-Cola developed a new creative idea with the goal of setting the brand back on track.This idea was "Coke brings joy", a simple statement about the happiness the product brings. Moira Cullen, Design Director at The Coca-Cola Company, challenged us with taking this idea and designing a new visual identity and packaging system that would allow the brand to shine again.