1
PICTURE
5678
COVERS
COVERS
For the listed international graphic group Elanders we took the concept of personalized annual reports to a whole new level. The 2012 edition has 5,678 completely unique covers!
After having photographed the hand of a model touching water the image was blown up around 325 times so that we could create 5,678 different and personalized covers. The finished image is on the first spread in the Annual Report and a marked area on each picture was then turned into a unique cover.
THE THEME OF THE REPORT
In touch with the future
It’s no coincidence that the words touch and feel encompasses emotional aspects as well as physical. Touch is one of our most important senses and when we are born touching is critical to our survival and development. Touching is the first language we learn – and feeling is its grammar. It becomes a tool for investigating the world around us. It allows us to determine if things are warm or cold, wet or dry, soft or hard, rough or smooth, dead or alive. Textures and forms come to us first through touching. It’s the doorway to all our other senses, but the digital revolution forgot about the sense of touch.
On 29 october 1969 a research team at UCLA under the leadership of Leonard Kleinrock wrote the word “login” on a computer and sent it over a network to another computer. That was the start of the Internet, which according to several selfappointed experts was the beginning of the end for printed media.
We have moved our lives from the physical room to virtual worlds. We have built networks and simulated realities which would not have been possible otherwise. Our daily lives have been supplemented with a parallel life being played on monitors – in computers, mobiles, tablets and displays. Our reality is increasingly being formed by pixels. And yes, pixels can make an impression. But you can’t touch them.
Elanders annual report 2012 gazes into the future and sees a clear trend where printed media
is central, albeit in a completely new role. We are standing on the edge of a new technological era which will spawn a social and economic upheaval on par with the revolutions once created by the printing press, steam engine, electricity and the Internet.
A shift to the physical room is taking place as a reaction to the past decades’ virtual worlds. More and more people are going to leave the isolated situation of communicating behind monitors and instead experience and integrate digital information in the real, physical environment together with other people. Physical reality, the one we can touch and that touches us, is going to have a renaissance.
We call it the pixel liberation – a future we can feel.
It’s no coincidence that the words touch and feel encompasses emotional aspects as well as physical. Touch is one of our most important senses and when we are born touching is critical to our survival and development. Touching is the first language we learn – and feeling is its grammar. It becomes a tool for investigating the world around us. It allows us to determine if things are warm or cold, wet or dry, soft or hard, rough or smooth, dead or alive. Textures and forms come to us first through touching. It’s the doorway to all our other senses, but the digital revolution forgot about the sense of touch.
On 29 october 1969 a research team at UCLA under the leadership of Leonard Kleinrock wrote the word “login” on a computer and sent it over a network to another computer. That was the start of the Internet, which according to several selfappointed experts was the beginning of the end for printed media.
We have moved our lives from the physical room to virtual worlds. We have built networks and simulated realities which would not have been possible otherwise. Our daily lives have been supplemented with a parallel life being played on monitors – in computers, mobiles, tablets and displays. Our reality is increasingly being formed by pixels. And yes, pixels can make an impression. But you can’t touch them.
Elanders annual report 2012 gazes into the future and sees a clear trend where printed media is central, albeit in a completely new role. We are standing on the edge of a new technological era which will spawn a social and economic upheaval on par with the revolutions once created by the printing press, steam engine, electricity and the Internet.
A shift to the physical room is taking place as a reaction to the past decades’ virtual worlds. More and more people are going to leave the isolated situation of communicating behind monitors and instead experience and integrate digital information in the real, physical environment together with other people. Physical reality, the one we can touch and that touches us, is going to have a renaissance.
We call it the pixel liberation
– a future we can feel.
– a future we can feel.
GOLD | Best Annual Report
Guldbladet – Content Marketing Awards
Guldbladet – Content Marketing Awards
GOLD | Best Annual Report for a Listed Company
Swedish Publishing Awards
SHORTLISTED | Best Annual Report for a Listed Company
Swedish Design Awards
