True, the world had never been this incomplete. Europe is now accepting transformation to take place. Moving Europe from an industrial to an information age as part of the global transformation. True also, it is happening with a 15 year delay. Now that business and marketing is accepting the transformation to be of relevance to their audiences. They failed to accept how radical it is. It reaches every corner of people’s lives. It changes people’s customs, even their relationships. Myths get busted en masse. Production of school books become invalid with the drying of the ink.
It so happens that Scholz + Friends, creator of the top transformer-campaign, get stuck mid way. Visual elements are unmistaken 70′s design. In the early 21. century, creatives are seeking a new aesthetic (NA) to mark the time. The website fails to accept the global open web standard. Alas, like almost all German websites it makes use of content management system built for developers not users. The web standard caters to the user managing the site not developers. An accidental misunderstanding of the internet craftsmanship.
The second film shown above is by new incumbent Heimat agency in Berlin. Masters of ceremony and the one German agency to watch closely. I bet they made use of the crap typography for political reasons rather than healthy creative reasoning.
70’s typografie craftsmanship CZAR Film Das Handwerk German campaign for craftsmanship fails to accept internet craft Heimat Berlin James Bridle NA New Aesthetic open global web standard Scholz u. Friends tv ad tvc