红点品牌与传达设计大奖

PUMA Online Annual Report 2019

彪马(Puma)品牌代表着人们极限水平的表现:代表最快的跑步者、最远的跳跃和最好的产品。这家体育用品制造商的在线年度报告的口号是“准备好去表现!(Prepare to Perform!)”,该报告本身就将体育成绩与企业绩效进行了类比。报告中,世界一流的运动员,例如两次400米跨栏世界冠军Karsten Warholm或撑竿跳高运动员Yaroslava Mahuchikh,都为如何为顶级表现做准备提供了自己的见解,而小动画则展示了他们的成就。而世界上跑得最快的人尤塞恩·博尔特(Usain Bolt)在视频声明和短文中揭示了如何每天都取得进步。黑色背景上的红色和蓝色色调构成了强烈的色彩体系,为这些打动人心的内容提供了突显品牌及其代言人所需的张力。相反的是,经营报告的其他页面在白色背景上显示数据和事实,从而传达出强烈的清晰度和概览。

The Puma brand stands for people and their peak performances: for the fastest runners, the longest jumps and the best products. The imperative slogan “Prepare to Perform!” opens the sporting goods manufacturer’s online annual report, which itself carries the analogy between high-performance sports and corporate performance. In the report, world-class athletes such as the two-time world champion in the 400-metre hurdle race, Karsten Warholm, or pole-vaulter Yaroslava Mahuchikh provide insights into how they prepare for top performances, while small animations make their achievements visible. And the fastest man in the world, Usain Bolt, reveals in video statements and short texts how to become better every day. A strong colour system of red and blue tones on a black background provides the content with the intensity it needs to highlight the emotional context of the brand and its faces. The subpages of the management report, in turn, present data and facts on a white background and thus convey a strong sense of clarity and overview.

客户Client:
PUMA SE, Herzogenaurach, Germany德国
设计Design:
3st kommunikation GmbH, Mainz, Germany德国
项目团队Project Team:
Marcel Teine (Creative Direction创意指导)
Thilo Breider (Conception概念)
Sarah Pilgrim (Art Direction艺术指导)
Kai Stabel (Programming编程)

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