DESIGN GRAND PRIX MARKS A BREAKTHROUGH FOR THAILAND
The winner of the Design Grand Prix for 2017 is ‘The Unusual Football Field’, an inspired project from AP Thailand and CJ Worx of Bangkok for AP Public Company Ltd.
Jury president Sandra Planeta, founder and director of Planeta Design, called it “an amazing piece, the first from Thailand ever to win a Grand Prix. It showed fantastic vision to break the norm of what is possible with a football field. It was simple, smart and human.”
The project sought to address the fact that there are few spaces to play for the urban poor in Thailand. It did so by clearing spaces for football fields — even if they were not rectangular. The result has been a surge in L-shaped, horseshoe-shaped and zig zag-shaped football fields. So successful has the programme been that Time magazine named it as one of the 25 best inventions worldwide in 2016. “It created a use where there was none,” said Planeta.
Planeta said the jury was looking for examples of design that had the potential to reinvent businesses or society. “Design has often been seen as an accessory to advertising but that is not the case anymore. It can be transformational.”
The Design jury also awarded 20 Gold Lions, with campaigns coming from territories as diverse as the UAE, Singapore, Russia, Germany, Switzerland and Canada. There was also a strong showing for the US, with nine Gold Lions. ‘The Refugee Nation’, created by Ogilvy New York for Amnesty International secured three Golds.