147ª questão - Estética e função ou mensagem e comunicação?

Aproveitando o embalo, mais dois trabalhos premiados em Cannes. Ambos completamente diferentes em seus objetivos e desafios. No primeiro, o design a serviço do mercado. Estética e função elevados quase a categoria de "arte". No segundo, o design como mensagem e comunicação. Me lembra até um pouco a utopia do manifesto "First Things First", onde nós designers fomos convocados a criar um mundo melhor através do melhor uso de nossas habilidades.

Nokia - Vine from Mori on Vimeo.

Brief Explanation:
The challenge was to intuit a brand language from the consumer's behaviour, while fitting it naturally to the Nokia family. We developed a visual language that was not only elegant and brand appropriate, but that was inseparable from the functionality of the interface. Nokia viNe is the first time the brand design serves as both the identity and interface of the application. In the grand tradition of design, we wanted to create something that was both useful and beautiful. The ultimate objective was to craft a design that was iconic, where the functionality is intuitive and engaging for the user.

Describe the brief from the client:
To help Nokia establish the Nseries brand as an indispensible utility for consumers that allows them to record and share their life experiences—from photos and videos, to music and text messaging—all geo-tagged to their paths in life.

Description of how you arrived at the final design:
We designed from the bottom up, first understanding the behaviour of the user, then creating a visual language that seamlessly combines the naming, brand design, interface and functionality. The daily trails people make on maps are vines. The multimedia they use throughout their day are the leaves. This functional metaphor has the emotional connotations for a useable, intuitive interface. The brand design becomes the experience itself.

CHEAPER THAN PAPER from Mori on Vimeo.

Brief Explanation:
Having been driven into exile and saddled with a massive duty, our client had a limited budget but a need for their message to break through the reams and reams of coverage on Zimbabwe.

Describe the brief from the client:
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean. To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.

Description of how you arrived at the final design:
We developed a unique solution. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation. This money cannot buy anything, not a loaf of bread and certainly not any advertising. But it can become the advertising. So, we turned the money into its own medium by printing our messages straight onto it. By sticking notes together we created posters and then we silk-screened our message straight onto the money.

Indication of how successful the outcome was in the market:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real and meaningful advertising coverage. Within days we were in the national press on national television and radio. Then the internet discovered it and it spread across the world. As the campaign continues, sales of The Zimbabwean continue to soar. In the week of the roll-out alone, the website logged over 2 million hits. More copies of The Zimbabwean than ever are crossing the border into Zimbabwe. We used Mugabe’s own creation against him.