Austrailian expat David Racchi, part of the Spanish advertising group F33 has won the Gold Lion at the 56th Cannes Lions International Advertising Festival. Winning the Corporate / Brand Identity category for their Piglet publication, Racchi co-founded the Murcia-based agency with Rodrigo Fonseca, Joaquin Martines de Salas and Jose Sola after leaving Melbourne seven years ago. Created for the Agencia Regional de Recaudación (Regional Tax Collection Agency), the publication was designed to summarise all the Treasury office’s account information in the most engaging and captivating way possible. Addressing the economic recession’s affect on the Spanish economy, F33 visualised saving by adopting ‘piggy bank’ imagery. The booklet was concealed within a customised piggy bank, forcing their target audience to break open the vessel to reveal the book and “see how the year had turned out money wise.”
F33 describes the market reaction:
The initial reaction was of surprise and nostalgia. In a market place
so specialized, the piggy bank was able to transmit its content in a
friendly manner where normally the issue of money tends to be of a
serious nature. The books primary goal is to be read and our concept,
right through to production, greatly enhanced the books ability to
communicate with its target audience.
[Via Australian Edge]
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