Euro RSCG: CREATIVE AWARDS REDESIGN

Credits & Description:

Advertiser: EURO RSCG PRAGUE
Agency: HAVAS WORLDWIDE PRAGUE
Category: Household
Chief Creative Officer: Eda Kauba (Havas Worldwide Prague)
Designer: Rony Plesl
Designer: Zdenek Vacek
Designer: Olgoj Chorchoj
Creative Director: Pavel Fris (Havas Worldwide Prague)
Copywriter: Zdenek Maly (Havas Worldwide Prague)
Designer: Daniel Posta
Art Director: Jan Lesak (Havas Worldwide Prague)
Designer: Maxim Velcovsky
Art Director: Pavel Slovacek (Havas Worldwide Prague)
Designer: Rene Sulc

Client Brief Or Objective
On the 24th of September 2012 Euro RSCG was going to be rebranded to HAVAS. Euro RSCG Prague wanted to pay tribute to what was done during the past 20 years and introduce the new agency identity.

Brief Explanation
-How to keep the valuable history we had in the market as EuroRSCG with the rebranding-How to make the biggest buzz -How to localize an international brand-Make an statement of our love for art and design

Outcome
The entire rebranding ceremony had the unveiling of the design HAVAS letters at center stage. Self-promotion, art, advertising in one stage. The press reacted immediately and very positively, giving maximum media exposure, achieving the buzz we wanted to create. However, the unexpected turn, was that the network also pick up on the brilliant work, idea and amazing design work behind the Prague HAVAS letters, so they ask to exhibit the letters in the Paris office. Currently the letters will move to the NYC office for exhibition and will continue being exhibited around the network.

Implementation
We took all creative awards we won during 20 years (for creativity as well as effectivity) and asked 5 top Czech designers to use it as raw material (metal, glass, wood, ceramic and paper) to create 5 unique pieces of art. They were melted, burn, sliced, chopped and broken, and then reassembled into the 5 letters of the HAVAS logo.