9th October 2014
Truly global, the competition touches down every year in a world-class city. After Monaco, Brussels, Shanghai, New York, Paris and Barcelona it was Tokyo's turn.
More than 220 designers and brand owners from 25 countries were present in the Yamabuki grand hall of the Hotel Palace Tokyo for the official Pentawards 2014 awards ceremony, which was honoured by the presence of his Excellency, the Belgian Ambassador to Japan.
The ceremony was hosted by Antoinette Lemens, Director of Antoinette Lemens Executive Search working in Paris and abroad, and Jean Jacques Evrard, co-founder of the Pentawards.
Gérard Caron, President of the Pentawards Jury and Yoshio Kato, Pentawards jury member (Suntory – Japan) declared the 8th ceremony officially open.
The winners came onstage to receive their gold, silver and bronze awards.
5 winners received the Platinum Pentaward crowning the best of all 5 major categories and of course as a highlight, the prestigious and unique Diamond Pentaward was presented this year to Danone for evian The Drop mini bottles, designed by Grand Angle Design (France).
This eighth edition of the Pentawards received over 1500 entries from 5 continents and 53 countries. Despite the global economic crisis and the widespread cost reduction that goes with it, the Pentawards show an increase of nearly 7% in enrolment over the previous year.
In addition to the Diamond Pentaward and the 5 Platinum Pentawards, the international jury also awarded 50 Gold Pentawards among the 55 categories competing this year. Silver and Bronze Pentawards were also presented. In total, 28 countries are represented among the winners.
This year for the third time, the Pentawards have welcomed conceptual packaging designs developed by professionals and also by students. In this particular competition are judged futuristic projects and packaging ideas which are not marketed or can't be manufactured yet. This competition was an instant huge success and the conceptual packaging designs recompensed by the Pentawards jury show how significant creativity is and suggest attractive and clever future innovations in the field of packaging design.
"BIC, Honoring Simple & Inventive Achievements" sponsoring the Concept Pentawards and rewards students.
Once again, BIC USA, represented by Daniel Dittmar, Director Bic Brand Design, has decided to sponsor this competition by promoting concepts created by students. This year, among the presented works, eight concepts created by students were awarded a prize, the concept which won the most votes from the international jury received a special BIC trophy, plus a cash money prize and will participate in a BIC brand design assignment (2015) working with the Brand Design team in BIC USA
Mychko Yuliana, a student at the British Higher School of Art and Design, Moscow (Russia) won this special BIC prize for a line of packaging for teen's foot deodorant, in addition to a Gold Pentaward.
It should be noted that students who won prizes at the Concept Pentawards this year are pursuing their studies at design schools in France, Russia, USA and New Zealand... showing the global character of design teaching.
For the sixth time, Sleever International, a pioneer and world leader of the sleeve concept, presented a special award to the most remarkable creation of limited and collectors editions of the Pentawards 2014. The prize worth € 5,000 went to the French agency Button Button for creating a fully tattooed bottle for J&B whisky (Diageo) with only 25 being produced, all hand tattooed by Sébastien Mathieu, also known as Sphinx, the famous Parisian tattooer.
Luxepack also awarded a special prize for the best creation of the Luxury category, the box for "Extrem" Iberian ham slices carrying a guarantee of origin, created by the Spanish agency Lavernia & Cienfuegos, who in addition to their Platinum Pentaward were offered a stand at the next Luxepack show to be held in Shanghai in April 2015.
In addition, Esko gave software to the winner of the Best of The Show, Danone (France).
Each of these prizes is worth approximately € 5,000!
The best design across all categories, having received the majority of points awarded by the international jury, was awarded the prestigious Diamond Pentaward 2014.
It is very hard to reinvent yourself in the mineral water sector when you cannot change the product itself. Therefore innovations relate to three areas: format, packaging design or distribution methods. Rarely all three at once. By inventing "The Drop" evian achieved the feat of bringing innovation to all three, with the extra bonus of riding the wave of nomadism and connectivity. The Drop is available in Paris, London and Geneva exclusively, and is being sold in the street by attractive three-wheelers, in shops, spas, newsstands and in partnership with exclusive brands (Dessange, Velib, Segafredo, Hilton, Lindt, ...). The Drop design has the same capacity as a glass of water (20cl) and aims to create a new ritual of consumption: I'm thirsty, I grab a Drop, I open the lid, I drink, I collapse it with one hand and I drop the package in the recycle bin. Where can the Drop be found? Just twitter #evianjaisoif to see the nearest point of sale. The Evian Drop is a breakthrough, minimalist design that is modern, organic and chic. It is therefore only natural that the international Pentawards jury has awarded the one and only Diamond Pentaward 2014 to the EVIAN THE DROP.
Every year for the last 4 years, the founders of Pentawards, Jean Jacques and Brigitte Evrard, reward a big brand with a Special Pentaward. After Coca-Cola in 2011, Veuve Clicquot in 2012, Absolut Vodka in 2013, the founders' Pentaward goes to the Milka brand this year.
Few brands, particularly in the world of consumer goods and food products, can boast of having been able, over the years, to maintain their authenticity, retain their "DNA" while being creative and in spite of the many people who have been responsible for their graphical evolution. Milka is part of this exclusive club. Originally registered in 1901, the well-rounded Milka graphics date back to 1908 and have remained the same. From gold, they switched to white to better express milk. The purple colour has softened and in the early 70's the famous cow was dressed in purple and white. Today these three elements: graphics - colour - cow are used together or separately on numerous platforms (packaging, advertising, promotional items and sponsoring) always in a constant and creative way, all around the world. Since the brand became part of the large American group Mondelez, Milka has been seen in association with other brands such as Oreo, Tuc, Lu, Philadelphia, ... and a host of attractive objects with purple and white branding. For these reasons, the Pentawards Special Prize goes to Milka this year.
A third book on the Pentawards!
TASCHEN, known around the world for the quality of its art books, will publish a third volume on the Pentawards this year. After the resounding success of the first two books entitled "The Package Design Book" which were the top seller for several weeks at TASCHEN's, this third edition, which will include the winners of Pentawards 2013 and 2014, is a recognition of the quality of the international competition. Above all, it is a wonderful showcase for the winners of Pentawards, which gives them a means of globally broadcasting their expertise in packaging design, in addition to the claim of having won an international trophy. This reference book will be available from November 2014 in all the beautiful TASCHEN shops, in London, Paris, New York, Berlin, Copenhagen, Cologne, Hollywood, Miami, Brussels, and also in many quality bookshops around the world as well as on the web.
A special prize (the President of the Jury Prize) was awarded to the Springetts agency (United Kingdom) for its creativity both in its creations for its customers and its conceptual creations filled with inventiveness, culture and humour.
Springetts is a London based brand design agency with over 35 years' experience of creating and developing brands from the small and local to the large and global. We believe the key to being a successful brand is to be loved and that no brand owner should settle for being liked; so we always strive to stimulate an emotional response from consumers in the strategies we develop and the designs we create. We work hand in hand with our clients to pinpoint sharp consumer insights and uncover the truths about their brands. This gives us the fertile territory to generate the powerful creative ideas brands need to build an emotional relationship with their audiences. There are 50 bright, friendly people here at Salisbury Place in Marylebone where we've been since we started; passionate about the brands they're working on, and eager for more.
On the initiative of Lars Wallentin (who was a Pentawards jury member) a special Gold Pentaward was awarded to the most FUN creation across all categories. The cartons of JUST LAID eggs, which were created by the British agency Springetts, won this award. Clever and witty, typically British humour.
To highlight the idea of sustainability of this staple food, the freshness is stressed by the image of the egg laid "live". The three images of hens laying eggs correspond to the three sizes of eggs available. The use of a standard box brings the idea of freshness; the clasp represents an egg so that the natural process of egg-laying is more clearly illustrated.
Discover and download here
the images and movie of the 8th Pentawards Trophy Ceremony
click on the images... and enjoy