Design 21 Announces Winners of 'WOOD, PAPER, CHECKMARK' Competition
DESIGN 21: Social Design Network - an online platform to promote design for the greater good - teamed up with The Nature Conservancy and the US chapter of Forest Stewardship Council (FSC-US) to create the Wood, Paper, Checkmark competition. Participating members were asked to create elements of a consumer call-to-action campaign including a design for online and print ads and a clever URL name for a website to educate consumers about FSC-certified products. After reviewing 127 original entries from 34 countries based on aesthetics, impact and originality, DESIGN 21 made its selection of the top finalists.
The winning entry was chosen by representatives of FSC-US and The Nature Conservancy to receive $5,000 in prize money. Another $5,000 was shared between the "Most Popular" design--decided by an online voting poll--and DESIGN 21 Advisory Board members' "Judges' Picks." According to an FSC representative, "The exercise of judging gave FSC and its conservation partners much to consider as we work to increase market awareness of FSC and consumer intent to purchase."
Campaign: "FSC Campaign" (seen above)
Author: Damian O'Hara & Christophe Roger
Proposed URL: www.buygoodwood.org
The winning design, and recipient of $5,000, for the Wood, Paper, Checkmark! competition was awarded to designers Damian O'Hara and Christophe Roger. Commenting on their decision to enter the competition, O'Hara states, "Working in design you rarely get the feeling that your work makes a difference to the world at large. With this brief there was a chance to get a message out there that could make a difference and that in itself is a great reward." Their "FSC Campaign" was chosen by representatives from FSC-US and The Nature Conservancy including: Michael Conroy, an economist, author, certification expert, and member of the FSC-US board; Corey Brinkema, current president of FSC-US; Martha Hodgkins, senior advisor to The Nature Conservancy's Forest Trade Program; Matt Mattox, senior strategic planner of The Martin Agency; and Robert M. Perkowitz, founder and president of the environmental non-profit organization ecoAmerica. According to the judges, "We selected this campaign for its direct simplicity, warm and humorous tone, and how it allows FSC to reference such large topics as climate change, indigenous people's rights and wildlife protection." Adding, "This is a very smart and clever campaign with a clean, understated design that we believe will be very appealing to the 'conservation-engaged' audience that will be the target."
MOST POPULAR & D21 JUDGES' PICK (Jennifer Leonard):
Campaign: "Know Forestry"
Author: 1187 Creative (Zak Ouart, Ben Ouart, Steven Darby, Russ Gruber, Lindsey Cox)
Country: United States
Proposed URL: www.KnowForestry.com
Some of the best designs are generated when the artist takes a personal interest in the project. Such is the case with U.S. artist collective 1187 Creative who states, "The culture of our small city in Southern Illinois is very focused on sustainability and appreciation of natural resources. We are surrounded by the Shawnee National Forest, so we have all come to enjoy and respect these places. This is why we jumped at the chance to participate in this competition." Jennifer Leonard, design researcher, writer and strategist at IDEO, selected their "Know Forestry" campaign because of it's dramatic and engaging visuals paired with a strong, clear, and compelling message. According to Leonard, "I know something's a good design when my eyes widen and I immediately feel excitement." "Know Forestry" was also chosen by the collective's peers as the "Most Popular" campaign via an online voting poll.
D21 JUDGES' PICK (David Carlson):
Campaign: "Protect the Earth: Approved Campaign"
Author: Carlos Pion
Country: United States
Proposed URL: www.protectheforest.com
DESIGN 21 Advisory Board member, experienced Brand Consultant, and Founder of David Design, David Carlson was also selected to pick his favorite design. Drawn to the clear and direct message of the prominent FSC stamp over the image of a forest in "Protect the Earth: Approved Campaign," he chose American designer Carlos Pion as a finalist. As Carlson explains, "You could almost hear the 'stamp sound' from when FSC approves good forestry. I'm sure it will be able to create awareness of the FSC label and show people that buying certified products will protect nature, forest, and wildlife."
D21 JUDGES' PICK (Niti Bhan & Halim Choueiry):
Campaign: "The Eco-Shopping Campaign"
Author: Isabel Sanchez
Country: United States
Proposed URL: www.ecoshopping.org
The final "D21 Judges' Pick" is Isabel Sanchez from the United States for her urban and consumer-focused design, "The Eco-Shopping Campaign." According to Sanchez, who based her design on the issue of making thoughtful choices, "The print ads show a bar code forest, which implies the fact that there is a way to shop that is good for both the consumer and the environment." Niti Bhan, a strategic design planning consultant and co-founder of the Emerging Futures Lab, and Halim Choueiry, designer, educator, and vice president of ICOGRADA, mutually picked this design as their favorite. As Bhan notes, "This campaign is simple, stark and eye catching - I believe it would stand out and capture the attention of the reader, thus creating awareness that something like FSC-certification exists." Choueiry adds, "the black and white also reflect a sort of sustainability."
Six entries were also awarded an Honorable Mention. For more information on Wood, Paper, Checkmark or to view all of the consumer call-to-action campaigns submitted, visit http://www.design21sdn.com/competitions/14
About DESIGN 21: Social Design Network DESIGN 21: Social Design Network is a joint venture of Felissimo and UNESCO (The United Nations Educational, Scientific and Cultural Organization). Functioning as an online community that brings together socially conscious designers, non-profits, individuals and organizations, DESIGN 21 promotes better design for the greater good. To date, the network includes over 18,000 members from more than 170 countries and over 320 organizations from the non-profit, corporate, education and government sectors. Membership is free. www.design21sdn.com
The DESIGN 21 Competitions, produced in cooperation between Felissimo and UNESCO with select member organizations as beneficiaries, invite member designers of all disciplines to find solutions to social and global issues. They are guided by UNESCO's premise that education, science, technology, and culture are critical tools to disseminate knowledge, create awareness and foster dialogue.