Pentawards 2022: 5 Senses of Design

01Challenge

Pentawards needed a design idea for its 2022 competition that only Pentawards could do, and one that would excite. The campaign had to carry the call for entries across social and film. It also had to flex through every deadline, from early bird and extension to last chance and closed.

02Insight

After years of restrictions, distance and solitude, our senses craved stimulation. Design was reflecting that, with branding now pushing way beyond the visual.

03Idea

5 Senses of Design. This was the Pentawards' moment to celebrate the diverse, tactile, sensorial way we experience creativity. You don't just see design: you hear it, touch it, smell it and feel it. And winning a Pentaward? That's the best sensation of all. Each sense, from sight to smell, became its own social post and campaign moment.

04What I did

I led the creative direction, from initial concept development to presenting to Pentawards. Earlier concepts included 'An idea' and 'A new perspective' before 5 Senses of Design was chosen. I directed and designed the call-for-entries identity, the sense-led social posts and the deadline campaign. I also art-directed the film and teaser.

05Craft & deliverables

• A call-for-entries identity built on the five senses
• Sense-led social posts: sight, hearing, touch, taste and smell
• A deadline campaign: early bird, extension, last chance, closed
• Film and teaser
• Earlier routes: 'An idea' and 'A new perspective'