D&AD Exhibition in Taiwan
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Creative Fruits
The UK-based Design & Art Direction Awards, popularly known as the D&AD Awards, identify the world’s best creative works and publicise them worldwide. This exhibition aimed to inspire the local design community. D&AD Awards’ trophies are, appropriately, shaped like pencils, and have become an important visual trope of the award. The design team took these iconic colour pencils, and turned them into surrealist representations that the Taiwanese public love. The pencils are sliced open to reveal juicy, colourful, local tropical fruit. This playful connection with Taiwan invites visitors to take home the fruits of creativity from the showcase, and teases the public with the question “What’s inside the pencils?” The eye-catching campaign reminds designers that the best creative works are often grounded in local culture and everyday life.
