Truly global, the competition touches down every year in a world-class city. After Monaco, Brussels, Shanghai, New York and Paris, it was Barcelona's turn. Known for its creativity, this city hosted more than 250 packaging designers and brand-owners, from 31 countries to discover this year's winners in the very trendy and beautiful W Hotel, designed by the architect Ricardo Bofill.
The ceremony was hosted by Antoinette Lemens, Director of AntoinetteLemens Executive Search working in Paris and abroad, and Jean Jacques Evrard, co-founder of the Pentawards.
Gérard Caron, President of the Pentawards Jury and Isabelle Dahlborg Lidström, Pentawards jury member (Nine – Sweden) declared the 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.
6 design schools, 8 teams of students and 11 pro's stand out at Pentawards Concept.
This year for the second 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 (2014) working with the Brand Design team in BIC USA
Simon Laliberté, a student at the School of Design/UQAM (Canada) won this special BIC prize for a range of packaging designs for paint brushes, 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, Canada, South Korea and New Zealand... showing the global character of design teaching.
The sponsors offer more to the winners.
Special prizes were awarded by the sponsors of Pentawards.
For the fifth 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 2013. The prize worth € 5,000 went to the French agency Partisan du Sens for the creation of the Black Crystal Light by Lancôme, for a skin care product contained in a black crytsal pot made by Baccarat and its jewel case which opens like petals. Only 800 copies of this limited edition were produced.
Luxepack also awarded a special prize for the best creation of the Luxury category: the wooden case of "The Balvernie 50" whisky bottle, created by the British agency Here Design, who in addition to their Platinum Pentaward was offered a stand at the next Luxepack Shanghai Exhibition in April 2014.
And EskoArtwork gave software to the winner of the Best of The Show, Family Business (Sweden)
Each of these prizes is worth approximately € 5,000!
The Best of Show
The best design across all categories, having received the majority of points awarded by the international jury, was awarded the prestigious Diamond Pentaward 2013.
"They did not know it was impossible, so they did it," said Mark Twain. This truth was certainly behind the idea developed by Family Business: to produce 4 million bottles, each one unique.
For years, Absolut Vodka has been a leader in innovation and in the launch of limited editions such as Absolut Disco, Absolut Rock, Absolut Masquerade, Denim, 100, Bling-Bling, Miami, No Label... and many others.
In 2012, it was time to redefine the Limited Edition concept as such. The idea "naturally" came to create unique bottles, and no less than 4 million, so that each bottle would become a limited edition itself. A huge challenge. An impossible challenge? No, not for Family Business, not for Absolut.
It only took them a lot of work, creativity, passion -- and no doubt an unmatched power of conviction -- to "sell the idea" and set up a dedicated (and unique) production line, capable of producing 4 million bottles, each one different. The film in the Annex is well worth viewing.
As a result, nearly 4 million bottles were sold before the end of the promotion campaign, without any reduction in price, and furthermore during the holiday season when competition is greatest. Rather than choose between Absolut and another brand, the consumer chose between different "Unique" bottles. This is exactly what Family Business wanted. Mission "impossible" accomplished.
It made perfect sense, therefore, that the Pentawards International Jury awarded the unique Diamond Pentawards 2013 to Absolut Unique.
A Special Pentaward for the Brand Absolut Vodka
There are few brands which can, over time, keep their DNA alive and unspoiled. The Absolut Vodka brand is part of this very exclusive club. In fact, the Absolut Vodka packaging and all the communication materials of such an internationally known and appreciated brand stand out by their originality and their scrupulous -- yet always creative, innovative and surprising -- respect for the elements of the brand, mainly the distinctive shape of the Absolut Vodka bottle. Hundreds of ads based solely on the shape of the packaging, all different but all similar in style, created by the TBWA agency, are a case in point. Ditto for dozens of outfits worn by the bottle in limited editions, without limits...
It is for this diversity in unity and "Absolut" creativity of the brand that the founders of Pentawards, Jean Jacques and Brigitte Evrard, have decided to give a Special Pentawards to Absolut Vodka. This trophy was awarded during the 7th Pentawards Trophy Ceremony on the 21st September 2013 in Barcelona, to Anna Kamjou, Global Director Design Strategy at The Absolut Company.
In addition to this Pentaward, a magnum specially dressed in black for the occasion, was produced at the request of the Pentawards founders by Sleever Int. and presented to Mrs Kamjou.
To conclude, Anna Kamjou explained, to 250 packaging designers and brand-owners present in Barcelona, how creativity is conceived at Absolut.
An "Absolut Master Class" by an exceptional creative person ! SEE THE MOVIE HERE