Visual Communication student successful at Cannes with posters for cheese
When Hellmundt learned that the poster series for the red mini cheese was chosen as one of the 11 best submissions in the »Outdoor« category, he could hardly believe it. »That's crazy: to be able to hang with the best in the business in this famous competition as a 23-year-old does indeed make a me a little proud«, he said.
Hellmundt first had contact with the advertising world during his internship at the advertising agency Scholz & Friends in Berlin. The agency network Y&R Deutschland came to him and asked if wanted to participate in a project as an illustrator. The Weimar Art & Design student didn't have to think twice. He joined the team and quickly created his first drafts.
The task was to visualise the slogan »Unwrap your Inner Child». There was a call for expressive posters: a special challenge for the character design. In addition, remaining faithful to the depiction of the surfaces of wax and cheese presented a problem. Hellmundt came closest to the original by crafting wax dummy figures that had been treated with hairspray.
The jurors also recognized this and nominated the campaign for the shortlist--the group of potential winners of one of the coveted lions--in the »Outdoor« category. All told, 11 submissions were given distinction. Three of them won the silver Cannes Lion. The sponsors were also convinced the idea would be a success and realised them in German metropolises such as Berlin and Frankfurt am Main.
Despite the huge international success, Hellmundt is not moving to one of the larger cities where the top agencies reside. Hellmundt said »I want to stay in Thuringia«, his home state. »Illustrators are not in such high demand since the advent of Photoshop and Co. The agencies seldom employ their own illustrators. I think I will strike out on my own and work freelance«.
The Cannes Lions Awards count among the most coveted prizes in the advertising industry. This year marked the 60th anniversary of this international festival of the creative field.