• D&AD Awards 2018
    Extended Deadline 28 Feb
  • Extended Deadline
  • 28 February
Enter now
  • Loading…

Dog Fur

Award: Wood Pencil

Wood Pencil / Graphic Design / Integrated Graphics / 2013

News International’s sales and marketing team wanted to reintroduce its five brand values in a memorable way. We found inspiring tales about five people who exemplified each value. For example, Damien Hirst for commercial, and Marie Curie for courageous. And as the main value that sat above the rest was curiosity, we put the stories together in a curious book, using weird phrases from each tale for a headline: ‘Pickled Shark’ for Hirst, ‘X-Ray’ for Curie and ‘Dog Fur’ for George de Mestral. And finally, to make sure people actually read the book, we plastered the headlines all over their offices without explanation to generate curiosity.

Want more access to D&AD?

Join D&AD as a Free Member and you’ll be able to view winning work, enter the Awards, download New Blood briefs and get access to even more articles and videos.

Join for free I’m already a member

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again