Starting with a book containing various designs, the firm sold the idea to various organizations to begin with. Gradually, with contracts coming in, it built credibility, along with visibility in the market. Publicity came through major media as well as direct mailers initiated by the company.
The effort resulted in the desired results. According to the description at the Cannes Lions website,
Evidently, the creativity demonstrated and executed was awarded appropriately. Design Barcode took the sole Titanium Lion Grand Prix at the Cannes Lions International Advertising Festival this year.
The chairman of the jury, David Lubars said the winner “has taken something that we see every day that is a depressing symbol and turned it into a new media channel.” Undoubtedly, barcodes were never considered as an engaging media with the rectangular symbols only used by the Retailers at POP.
But when you are told that the barcode would reflect the image of the product it is put on, you can appreciate the level of creativity involved. Design Barcode customizes the barcodes in such a manner, so as to symbolize the product is represents!
As mentioned in the entry “Repackaging Barcodes” at Springwise, “Some designs were commissioned by clients, while others are part of the agency’s initial range of 200 designs created to display the format’s potential.” All barcodes are put through a range of tests before being released for production.
There are 3 variants for the pricing part of the offerings:
Apparently, this is not the first time that the agency has been awarded for its creativity. In 2005 it was awarded the Good Design Award in the Communication Design Category also.
However, according to some readers, this concept is not new and it has been initiated earlier also. The idea has already been done by the Germans with Pfadfinderei of Berlin working on it for several years.
Other agencies/creatives working on Barcode Designing are Barcode Art and DesignBarcode, and another piece of Barcode Creativity
Then, I also got to know of an excellent collection of barcode art from one such comment, where natural elements are translated into barcodes…..just stretches the power of imagination, if I may call it.
Am sure this concept is something that would eventually be accepted globally by branding companies. Considering the clutter in the market already, advertisers crave for idea inflows and are constantly yearning for new and creative media channels around the globe. Design Barcode entered at the right time…and was duly awarded for it!