{"id":1159,"date":"2020-07-06T11:40:06","date_gmt":"2020-07-06T09:40:06","guid":{"rendered":"http:\/\/somosusted.com\/project\/crema\/"},"modified":"2020-08-04T18:33:56","modified_gmt":"2020-08-04T16:33:56","slug":"crema","status":"publish","type":"project","link":"https:\/\/somosusted.com\/en\/project\/crema\/","title":{"rendered":"Crema"},"content":{"rendered":"\n<p>After nine years, the Blanc graphic design festival wanted to reinforce its positioning among a younger target by launching a parallel brand to reward emerging talent. First, the name. In design jargon, &#8220;Crema&#8221; (cream) means <em>quality and excellence<\/em>. And it&#8217;s also a colour in the chromatic range of white (blanc), a perfect link to the parent brand.&nbsp;<\/p>\n\n\n<div class=\"html\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/273937496?background=1&amp;autoplay=1&#038;loop=1&#038;title=0&#038;byline=0&#038;portrait=0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n<p>Naming should never be just about giving something a name so we also used it to create a concept: <em>&#8220;What are you made of?\u201d<\/em>. We needed brutal visual impact to reach a target whose work consists of consuming and creating images, so we looked for something truly amazing.&nbsp;<\/p>\n\n\n\n<div id=\"gallery-block_5f298d7005272\" class=\"gallery-block w-full\">\n\n    \n\n\t\t<div class=\"cursor-carousel relative\">\n\t\t\t\n\t\t\t\t<div class=\"carousel \">\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_poster_01.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_poster_03.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_poster_02.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_poster_04.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"xl:hidden h-8 flex items-center justify-center text-center whitespace-no-wrap pt-3\">\n\t\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t\t<\/div>\n\n\n\n\t\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\n\t\t<\/div>\n\n\t  \n\n<\/div>\n\n\n\n<div class=\"html\">\n<div style=\"padding:56.25% 0 0 0;position:relative;\"><iframe src=\"https:\/\/player.vimeo.com\/video\/444598386?background=1&amp;autoplay=1&#038;loop=1&#038;title=0&#038;byline=0&#038;portrait=0\" style=\"position:absolute;top:0;left:0;width:100%;height:100%;\" frameborder=\"0\" allow=\"autoplay; fullscreen\" allowfullscreen><\/iframe><\/div><script src=\"https:\/\/player.vimeo.com\/api\/player.js\"><\/script>\n<\/div>\n\n\n\n\n<div id=\"quote-block_5f02ffec2ce7d\" class=\"quote\">\n\n\t<div class=\"lg:flex items-stretch justify-between\">\n    \n    \t<div class=\"text-big mb-8 lg:mb-0 lg:w-2\/3\">\n\n    \t\tDisruptive creativity must always start from a concept based on common sense.<br \/>\r\n\t\t\t\n\t\t\t\n\n    \t<\/div>   \n\n    \t<div class=\"lg:w-1\/4 lg:flex flex-col justify-between lg:text-right \">\n    \t\n\t    \t<div class=\"title-5 line-height\"><\/div>\n\t\t\t\n\t\t\t<div class=\"title-5 line-height text-light-gray xl:text-black\"><\/div>\n\n\t\t<\/div>\n\t\n\t<\/div>\n\n\n\n<\/div>\n\n\n\n\n<p>We also created a trophy in line with the gala&#8217;s format: the award is decided live after the finalists compete by giving a 15-minute talk about their projects. <em>The winner keeps the prize for one year<\/em> then presents it, at the gala, to the winner of the following year&#8217;s event. Although some had a bit of trouble doing that \ud83d\ude09<\/p>\n\n\n\n<div id=\"gallery-block_5f298dc405273\" class=\"gallery-block w-full\">\n\n    \n\n\t\t<div class=\"cursor-carousel relative\">\n\t\t\t\n\t\t\t\t<div class=\"carousel \">\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_premi_03.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_premi_01.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\n\t\t\t\t\t\t<div class=\"slide\">\n\n\t\t\t\t\t\t\t<img decoding=\"async\" class=\"block\" src=\"https:\/\/somosusted.com\/wp-content\/uploads\/2020\/07\/crema_premi_02.jpg\" alt=\"\">\n\n\t\t\t\t\t\t<\/div>\n\n\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t<\/div>\n\n\t\t\t\t<div class=\"xl:hidden h-8 flex items-center justify-center text-center whitespace-no-wrap pt-3\">\n\t\t\t\t\t<span class=\"image-indicator title-5\"><\/span>\n\t\t\t\t<\/div>\n\n\n\n\t\t\t\t<div class=\"absolute cursor-left hidden\"><\/div>\n\t\t\t\t<div class=\"absolute cursor-right hidden\"><\/div>\n\n\t\t<\/div>\n\n\t  \n\n<\/div>\n\n","protected":false},"featured_media":1594,"menu_order":5,"template":"","project_type":[22,26,28],"class_list":["post-1159","project","type-project","status-publish","has-post-thumbnail","hentry","project_type-branding-en","project_type-print-en","project_type-video-en"],"acf":[],"_links":{"self":[{"href":"https:\/\/somosusted.com\/en\/wp-json\/wp\/v2\/project\/1159","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/somosusted.com\/en\/wp-json\/wp\/v2\/project"}],"about":[{"href":"https:\/\/somosusted.com\/en\/wp-json\/wp\/v2\/types\/project"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/somosusted.com\/en\/wp-json\/wp\/v2\/media\/1594"}],"wp:attachment":[{"href":"https:\/\/somosusted.com\/en\/wp-json\/wp\/v2\/media?parent=1159"}],"wp:term":[{"taxonomy":"project_type","embeddable":true,"href":"https:\/\/somosusted.com\/en\/wp-json\/wp\/v2\/project_type?post=1159"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}