Spanish Advertising Annual 2017
CLIENT: Club de Creativos
EDITOR/PUBLISHER: Club de Creativos
COORDINATION: Concha Wert, Conchi Verdú, Inés Fernández, Phillippe Rouger, Sandra Navarro.
CONCEPT, CREATIVE DIRECTION and DESIGN: Naranjo-Etxeberria
JURY MEMBERS PORTRAITS: Berta Pfirsich
PHOTOGRAPHY ASSISTANT: Daniel Molina
PRESIDENT PORTRAIT: Inés Ybarra
TRANSLATION: Peter Rosemeyer
Spanish Advertising Annual is the book that contains Spain's best ideas in communication and advertising. Every year, one of the most representatives studios of the country designs this book like Folch, Atlas, Erretres, Two Points, Mucho or CordovaCanillas, among others. This year CdeC (Club of Creatives) commissioned us to design XVIII Spanish Advertising Annual 2017.
The concept of this Annual is based on "Discorso sull invisibilità" of Young Pope where the main idea is that the visible figure seeks fame but the hidden figure gets recognition and admiration.
At the time of transferring the concept to the book we started with several references. The first one is the painting of "The Lovers" by René Magritte. This picture raises a dialogue of how the hidden always generates more desire.
In the same direction, artists Christo and Jeanne-Claude in their project "Wrapped Projects" presents a dichotomy between showing and hiding.
Also the monolith concept of "2001: A Space Odyssey" is a block of stone, a hard and solid metamorphic rock composed of a single element representing the evolution of man.
In our case is an orange monolith. According to the artist Vasily Kandinsky the orange provokes feelings of strength, energy, ambition, determination, joy and triumph.
PORTRAITS LIKE PART OF THE CONCEALMENT
We take as reference the iconic portrait of film director Alfred Hitchcock. This photograph defines perfectly the essence of a portrait.
We work with the fashion photographer Berta Pfirsich to transmit this concept where the forms are recognized despite being hidden taking the portrait to the minimum expression.
The idea was to detect the most special details of each member of the jury and enhance them in each portrait.
CONCEALMENT AS A FORMULA FOR GENERATING DESIRE
The visible figure seeks fame. The hidden figure gets recognition and admiration. This is the concept that has been expressed this year.
The book presents a dichotomy between showing and hiding. At first glance the book may seem just an orange block but at the time we put it in plastic we can detect that inside is the best of Spanish advertising. Disguise makes sense.
A book that conceals between its pages subtle and almost imperceptible details that are discovered those who decide to open it.