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Bēhance

  •  
    The Humanities.
    The ABC of Humankind.
     
    Brief:
    In Germany, the focus in 2007 was on the Humanities. Our mission: to make the abstract “Year of the Humanities” as visible as possible in public spaces.

    Solution:
    The idea: the alphabet. Gigantic letters were attached to highly symbolic locations – with an artistic dimension. For instance, in front of the Bundeskanzleramt, a „D“ stands for democracy. Special feature: The sections only combine to form a letter when the viewer is at the right vantage point. The result was Germany’s largest alphabet – architecture and design made the Humanities visible.
  • The letter installations exert their effect as the Humanities do: you have to change perspective.
  • The “D” symbolises the concept of democracy at the Bundeskanzleramt.
  • The “Q” for quality stands in front of the glass factory in Dresden.
  • You can see the letters only from the right vantage point.
  • The "E" for Europe stands in front of the Ministry of Foreign Affairs in Berlin.

  • The "E" from a different angle.
  • The "V" for "Vorausdenker" (advanced thinker) at the Humboldt University in Berlin.
  • The "V" seen from a different angle.
  • The ABC of Humankind swiftly became a magnet that attracted the public, and was photographed hundreds of thousands of times.
  • Making of: Special projectors were used to shine giant letters onto symbolic buildings.
  • Façade climbers stuckspecialised foil over the letter shapes, thus creating Germany’s biggest ABC.
  • AWARDS:
    Cannes - Silver
    ADC Germany - 3 x Silver
    Clio awards - Silver
    D&AD - 2 x in Book
    Eurobest -Shortlist
    iF Communication Design Award
    New York Festivals - 1 x Silver, 1 x Bronze
    One Show - Bronze
    Red Dot Communication Design - Grand Prix, Best of the Best
    TDC - Award for Typographic Excellence


    CREDITS:
    Title: The Humanities. The ABC of Humankind
    Client: Federal Ministry of Education and Research

    Agency: Scholz & Friends Identify
    Creative Direction : Wolf Schneider, Tobias Wolff
    Art Direction: Gito Lima, Olivier Nowak, Nicole Algieri, Juergen Krugsperger, Jinhi Kim,
    Architects: Tobias Wolff, Christian Rühe
    Coypwriter: Hans Selge, Christof Biggeleben, Philipp Mehne, Mirko Derpmann
    Account Manager: Penelope Winterhager, Bettina Prange
    Photographer: Sebastian Greuner
    Light Installation: Skudi Optics, Daniel Margraf
    Facade Climbers: Nawrocki Alpin, Holger Nawrocki