Packaging
Blackmail a winner at PIDA France
Friday 11. January 2008 - PIDA France brings new meaning to Packaging Impact. First prize at Korsnäs design competition went not to the most visually striking pack but to an example of smart design for creative marketing that uses resources sparingly and enables third-world producers to compete on an even playing field. Fair trade indeed!
Luxury packaging of the future was this years theme at PIDA. The winning entry in Sweden, a champagne pack, came closest to traditional ideas about luxury packaging, while the German winners provided a childs-eye view with their irresistible DVD pack. The final-round winners in France took a fresh look at luxury, packaging impact and fair trade with a hand-addressed black envelope containing samples from third-world coffee producers for retailers. Its an envelope that stands out from the crowd and is sure to be opened. Korsnäs Frövi White cartonboard turns black for the occasion, not only in the envelope but in a disposable in-the-cup coffee maker.
PIDA France – the final round
Even as the first snow of the season was falling in Sweden, PIDA 2007 concluded with the premiere of PIDA France on a lovely Indian summer day in Reims, in the heart of the Champagne district. Over 100 participants met and mingled at the Université de Reims (IUT). Lars Wallentin entertained the crowd with the gospel of Lars, Dont inform – communicate, and David Reccole told the successful story of Nature.cos, his fast-growing green cosmetics company. Former cabinet minister Renaud Dutreil stressed the importance of good design and congratulated the university on its cooperation with Korsnäs. A day earlier, the jury had judged 14 high-quality, superbly documented entries and cast their vote for a well thought out concept.
Environment almost as important as sex, food and music
In the documentation of their winning entry, Adrien Rambaud and Rudy Martinez reflect on how society may look in 2017 and how our lifestyles will change. English will become much more important. Even the French have to understand this…Capitalism and globalisation will increase and no-one can do a thing about it. Communism will be dead. Even China wants to forget about Mao. The environment will be the biggest topic of conversation other than sex, food, music and politics, and fair trade has to change its concept. Otherwise third-world producers of cotton, cacao, rice, bananas and coffee will be even poorer than they are today. The designers do their best to help with a piece of blackmail no-one could object to.