A total of 58 illustrations were created and 2,500 copies of the book were sold. With zero euros invested, the campaign raised 1 million euros in earned media for the Penguin Random House brand. The book is also now part of the permanent collection of the Aljube Museum of Portugal, located in a former political prison. Additionally, the book is used in Portuguese schools to teach students about the history of the revolution through art.
Controversy or clear winner?
The campaign won for its simplicity and breadth in what the campaign sought to accomplish.
“It was such a simple idea around this idea of freedom and such a simple execution with a blue pencil and that’s the power of design we’re talking about,” said Lisa Smith, creative director at Knowles Jones Ritchie and President of the Design Jury.
However, the decision itself was not straightforward as the judging panel had to weigh the award for a print publication against other strong campaigns involving technology and innovation, according to Smith. “Because of the idea and the execution, as well as the impact, the idea that this book will live on in schools, it’s part of education,” Smith said. “It’s no longer about views and what the media spends, but really about the long-term impact it will have on culture and Portuguese. [citizens] for the future to come.
A total of 38 Lions were distributed in the category. Other work that stood out from the pack in the jury’s conversation was Tatil Design’s design work for Rio Carnaval and Azgard’s work for CO2AT, a new line of sustainability-focused clothing that absorbs carbon dioxide. carbon and releases oxygen. Both brands have won Golden Lions.
Another notable winner in the design category was Dole’s Piñatex campaign by L&C, which created sustainable clothing materials from pineapple leaves and won a Gold Lion for design-driven efficiency.
“I understand that Piñatex is an innovation that has been developed in recent years, so it did not fit there [the Cannes festival] be rewarded for innovation,” said Smith. “They now have a coalition of 200 brands including H&M, Nike with the pineapple sneakers [sneakers] and Hugo Boss. We see the impact of what something could have gained three years ago for innovation in this regard. And where it gets really exciting is the range of impact and its material. We know animal waste contributes 93% of our environmental damage right now. So to see a material like this suddenly gain traction with brands and start replacing animal-derived substrates, I think that’s really commendable and that specific category really deserved a gold medal.