Guardian 200 Years
Oliver Agency
Rob Duncan:

In 2021, the Guardian turned 200, and the newspaper wanted to celebrate the milestone with existing readers whilst gaining new subscribers. Instead of celebrating past achievements, the Guardian chose to focus on what comes next.

The campaign uses very clever copywriting and juxtaposition of billboards — Obviously a copy led direction for a newspaper but definitely not obvious copy. Fantastic work by Oliver Agency who have structured themselves to exclusively design, build and run bespoke in-house agencies and marketing systems for brands. This must be a real challenge as a model but they are proving that it works by producing great work like this.

de Sade
Keith Cunningham
Mike Dempsey:

From an early age, my local library was a sanctuary for me. It was more about looking than reading. During visits in my teens, I acquired the guilty pleasure of 'liberating' book jackets from their hardcovers. In 1963, age nineteen, I was thumbing through some new arrivals on the shelves and pulled out this book. I was overwhelmed by the stark simplicity of its cover, just two colour line and an idea. What it taught me was that being limited expands the imagination. Styles fade, ideas endure. The cover was designed by Keith Cunningham (1929-2014). Fifty-eight years on, this little gem still gives me a thrill.

FRAHM Jackets
Supple Studio
Matt Baxter:

Frahm is a small, family run business dedicated to making beautiful, technical and detailed jackets. Directly opposed to fast fashion, they operate a pre-order only model, avoiding waste and lowering the environmental impact of their products and processes. Supple Studio was invited to design packaging for these robust, weather-ready jackets. The studio's solution was to fully embrace Frahm's 'Tough Beautiful' mantra, designing a gorgeous range of outer boxes, each featuring a naturally resilient British insect, photographed at macro scale. Supple also designed a full icon set, as well as detailed inner packaging elements and a bespoke outer tape, playfully referencing Frahm's commitment to support mental health charity Mind.


Think Packaging
Seachange
Jamie Ellul:

Think Packaging are a design-led structural packaging agency based in New Zealand. Fellow Kiwis Seachange have given them a new identity that takes the humble cardboard box and elevates it to hero status. It’s artfully done, both playful and slick – with pitch perfect art direction and photography that’s beautifully simple. Topped with great copy and endless details; such as a cutting matt inspired backdrop to website menu and typography that’s as sharp as a Swann Morton. Top marks (and folds).

Littlemore
DutchScot
Mike Reed:

This is such a simple, elegant idea, crafted to perfection. The juxtaposition in the name is beautifully dramatised by the colour blocks – forming, of course, an L shape. The way it shrinks and grows – from little to more and little again – is so pleasing to watch. Chic, smart, unfussy but distinctive. Gorgeous.

Childline: Nobody is Normal
Rowdy and Blink
Mike Reed:

Such a brilliant, piercingly truthful concept, beautifully realised. And incredibly important in the midst of a mental health crisis for young people. It's scooping up awards right now and quite right too.

Animals
Helga Stentzel
Lyam Bewry:

Clever, reductive animal illustrations created by Helga Stentzel using items you'd find on a washing line.

Bootleg (D&AD) Annual 2020
Rhys Hughes & Barret Helander
Lyam Bewry:

In 2020 D&AD decided not to do a printed annual, a yearly book of some of the best advertising and design that year, adored and collected by many. Rhys Hughes and Barret Helander took this opportunity to create a bootleg annual, manually sourcing all the content themselves and giving the people what they wanted.

Isolation
Oliver Wigglesworth
Jamie Ellul:

“Isolation” is a creative response to the lockdown in the UK. The tabloid sized monograph showcases a range of images that Photography By Anderson shot in isolation; capturing the strange emptiness of the streets and portraits of neighbours, who also share their thoughts and feelings about the crisis. Design by Olly Wigglesworth sees all copy (edited by writer Joe Colman) printed on the reverse of the paper to create a visual barrier. Simples.