Second Red Dot Award for "One Ground"
Coesfeld, August 2021 – With "One Ground", Parador launched an international campaign in October 2020 that connected the brands and product world of the Coesfeld-based flooring manufacturer in many ways. To accompany the "One Ground" Design Edition, consisting of eight different floors, Parador has developed an extensive content marketing campaign that tells the stories behind the floors both offline and online. After the products of the Design Edition already received honours in March, this was followed by the Red Dot Award: Brands & Communication Design 2021.
Brand campaign wins award
"A strong brand and its stringent management have always been significant elements for customer loyalty. Today more than ever, brands offer opportunities for differentiation and identification. As the winner of the Red Dot Design Award you have proven this and created a consistent and at the same time modern image of a brand. This embodies convincing values that offer customers guidance and create trust," says Prof. Dr. Peter Zec, initiator and CEO of Red Dot, explaining the award for Parador.
"We are very proud that we were able to impress with the holistic approach to "One Ground", first on the product level and now also on the brand and communication level," says Birgit Kunth, Head of Brand, Marketing and Communication, delighted about the second Red Dot Award 2021.
With "One Ground", Parador released an international campaign last autumn that linked the flooring manufacturer's brand and product worlds. The centrepiece is the extensive campaign website www.one-ground.com, where Parador uses videos, photos and reports to tell the stories of eight places that were the inspiration for the flooring collection of the same name.
In order to be able to professionally evaluate the diversity in the field of design, the Red Dot Design Award is divided into the three disciplines Red Dot Award: Product Design, Red Dot Award: Brands & Communication Design and Red Dot Award: Design Concept. With around 20,000 entries, the Red Dot Award is one of the biggest design competitions in the world. The coveted "Red Dot" award is the internationally highly respected seal for outstanding design quality.
In 2021, designers, agencies and companies from all over the world entered creative projects and brands for the Red Dot Award: Brands & Communication Design. From Europe and Asia to America – big players and newcomers alike used the platform to evaluate and thus confirm their design performance. Following the guiding principle of "In search of good design and creativity", the 24 international jurors examined each submitted communication work and brand professionally, individually and comprehensively. They placed particular emphasis on the creative idea, design form and communicative effect. Only the projects that convinced the experts with their outstanding design quality were awarded prizes.