You Gotta Know Your Classics
Award: Wood Pencil
Wood Pencil / Writing for Design / Writing for Design / 2011
The ‘You Gotta Know Your Classics’ campaign is, as far as global campaigns go, a low-key affair. K-Swiss purposely avoided creating a tedious tome or overly designed catalogue, and instead worked with Amsterdam storytelling agency Lemon scented tea and a handful of highly credible international designers to visualise the story on the front and back of limited-edition posters. The chapter names provide historic and cultural context to ‘The Classic’. Each poster is a stand-alone illustration, underscoring the lack of hierarchy in the story of ‘The Classic’.
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