LOLA: think small, win big
- 1 hour ago
- 1 min read
A CAMPAIGN that turned five De’Longhi coffee machines into miniature coffee shops has won this year’s Lions Grand Prix for Industry Craft.
Madrid agency LOLA devised the campaign for the brand, enlisting Simon Weisse, a famous miniaturist who usually builds his models for use in films.
The goal was to encourage more people to think that they can enjoy coffee at home that is just as tasty as that served in a coffee shop. Making the five models involved hundreds of hours of painstaking human craft.
“It reconnects you with something unique: the ability to feel like children. Every detail was crafted with extraordinary care, turning tiny decisions into giant emotions,” said Jury President Rafael Gil, chief creative officer at Artplan.
“This was the perfect symbol of what craft can be.” There were 649 entries in the Industry Craft category this year, with Golds awarded to work from Norway and Japan.
“One of the many discussions we had was about how to define craft today. Traditionally, craft is associated with excellence in execution, and execution remains a fundamental part of this category,” Gil said. What set the winners apart was “not just impeccable execution, but every craft decision having a clear purpose: we saw great ideas behind execution, and beautiful stories being told through craft.”
Comments