Avantgarde has been awarded with the German Design Award 2015 for its project “Living Medal Count”. Together with the agency brands and emotions Avantgarde created an all-new brand experience for the Volkswagen Group Russia during the Olympic Winter Games in Sochi/Russia. Twice a day, 60 dancers brought the medal count to life as part of VW’s interactive pavilion at Sochi’s Olympic Park. In a combination of digital animation on a 540sqm LED screen and individual choreographies the dancers symbolized the changes in the country ranking.
The German Design Award has been initiated by the German parliament and is given out by the German Design Council. It is the international premium prize from the German Design Council. Prizes are awarded to high-quality products and projects from product and communications design, design personalities and newcomers for their pioneering contributions to the German and international design landscape.
This is what the jury says about the Living Medal Count:
Volkswagen wanted to create an unusual showcase for the Olympic Winter Games 2014 in Sotchi. They definitely succeeded in their endeavour with Living Medal Count. The show presented in real time after the daily medal ceremonies consisted of two fundamental elements. A giant LED wall was installed on which the winners, figures and facts were shown. The second element was a multi-storey framework placed right in front of the LED screen enabling a legion of dancers to interact with the content displayed in a sophisticated choreography. The result was an incredibly precisely staged show that rightly earned worldwide recognition from the media.
Avantgarde board member Guido Emmerich is proud to receive the award:
The Council acknowledged that we turned the most popular event statistic into an emotional affair. Thus we highlighted Volkswagen’s values and created a point of identification for visitors and spectators of the Olympic Games.
Tim Strathus and Matthias Mittermüller had the creative lead, and Marc Ottinger was responsible for the brand architecture.
The award ceremony will take place in February 2015.