World Press Photo: Speaking Images 2015, 2

Credits & Description:

Client: World Press Photo
Product: World Press Photo Annual 2015
Entrant: Serviceplan Munich, Germany
Title: Speaking Images 2015
Product/Service: World Press Photo Annual 2015
Entrant Company: Serviceplan Munich, Germany
Advertising Agency: Serviceplan Munich, Germany
Advertising Agency 2: Plan.Net Munich, Germany
Media Agency: Mediaplus Munich, Germany
Production Company: Institute For Print And Media Technology At Chemnitz University (Pmtuc), Germany
Production Company 2: Hastings Audio Network Hamburg, Germany
Production Company 3: Atelierbuch Chemnitz, Germany
Chief Creative Officer: Alexander Schill (Serviceplan)
Executive Creative Director: Cosimo Moeller (Serviceplan)
Executive Creative Director: Matthias Harbeck (Serviceplan)
Creative Operations Manager: Joana-Marie Stolz (Serviceplan)
Agency Producer: Katy Pergelt (Serviceplan)
Copywriter: Leonardo Assad (Serviceplan)
Copywriter: Valerie Koch (Serviceplan)
Art Director: Fabian Hupfauf (Serviceplan)
Graphic Designer: Franziska Stroehle (Serviceplan)
Executive Creative Producer: Florian Panier (Serviceplan)
Professor of Print and Media Technology: Prof. Dr. Arved C. Huebler (pmTUC)
Producer: Maxi Bellmann (pmTUC)
Producer: Martin Mellendorf (pmTUC)
Bookbinding/Book Designer: Cornelia Beate Ahnert (atelierBUCH)
Sound Design: Oscar Meixner (Hastings Audio Network)
Sound Design: Maurice Kraemer (Hastings Audio Network)
Audio Producer: Dennis Gunske (Hastings Audio Network)
Sound Design/Music Composer: Thomas Kisser (Hastings Media Mus)
Brief Explanation
Since 1955, World Press Photo has honoured the world´s best photojournalism. The resulting archive is not only a record of more than half a century of human history, but also a showcase of successive styles in photojournalism. Every year, the institution also publishes a yearbook, highlighting all the winning photos.
The Brief
To promote the 2015 Awards Day and raise press awareness, World Press Photo asked us to design a special edition of their yearbook. In the brainstorming process, we wanted to make the book visually more impacting by removing a great amount of text, but the client finds more and more relevant to tell what is behind the winning pictures. How can you tell the stories of the photos without using text?
How the final design was conceived
In order to tell the stories behind the winning pictures, we developed a unique project: 2015 World Press Photo Speaking Images - the first book, where every single picture will be able to literally speak. Through an innovative printing process, developed in the last 7 years in conjunction with the Chemnitz University of Technology, each printed image is also a fully printed loudspeaker. Each image tells the observer its own unique story, provides background information and evokes emotion with genuine voices and authentic sounds. The book was launched for the first time on the World Press Photo Awards Days, where photographers and press were able to experiment a fully new sensorial experience, where their vision was fully dedicated to the image and their audition to the story.
Indication of how successful the outcome was in the market
With more than 300 Articles within the first five days and a reach of 16 million people in unpaid media - the World Press Photo Speaking Images attracted high attention – including well-known publications such as Focus, Bild, mdr, RTL Aktuell, Wired, Page and Wissenschaft24 – since it did not only show the best images of the year, but also the stories behind them in a never-before-seen-and-heard way. Plus, the idea contributed to the development of a new technology, which is the next step in the history of print technique.