SidewaysDictionary.com is like a dictionary for technology, but using analogies instead of definitions. It’s a platform for finding, rating and sharing helpful analogies to explain the tech issues that increasingly shape our lives.
The concept was developed by Jigsaw in partnership with writer Nick Asbury, who wrote 300 analogies to populate the site, which is now open to public contributions. Sideways Dictionary has been embedded into the Washington Post site to explain tech terms in their coverage, and is available as a Chrome plug-in to work across the web.
Winner of D&AD Wooden Pencil.
The ‘Jacamo Real-Man Manual’ combines the new, humorous brand tone of voice with a series of comical illustrations to create a brand book that inspires and entertains in equal measure.
Used as both an internal rallying cry and an external opinion changer, the book has served as a catalyst for a year of change at Jacamo. It has set the tone, the aesthetic and energy of the brand since it hit desks. Every day the team at Jacamo refer to it to check that marketing comms are in line with the brand. The book conveys Jacamo’s rebrand and establishes a credible and engaging brand story.
Agency: LOVE /// Writer: Gary Toal
Winner of D&AD Graphite Pencil, 2016
Apple’s Worldwide Developers Conference (WWDC) is an annual weeklong event in San Francisco. For WWDC 2016, the branding designers spoke the developers’ language with a concept inspired by the Swift programming language and its colorful appearance. A coding tradition is to write “Hello, World” as the first line when you’re getting started.
This campaign branding used that as a jumping-off point, changing ‘Hello, World’ to lines referencing apps such as “Hello love at first swipe” (Tinder) and “Hello self-combusting selfies” (Snapchat). WWDC fans loved the concept, fully engaging in deciphering the lines to identify the apps.
Winner of D&AD Wooden Pencil, 2016.