Ran by world-leading sustainable packaging provider, BillerudKorsnäs, PIDA brings together industry experts, leading design universities and more than 200 students from France, Germany, UK, USA and Sweden. The prestigious annual competition helps to shape the future and provides inspiration and fresh impulses to the world of packaging design.
Our Creative Director, John Taylor, was part of the USA & UK judging team, reviewing entries based on a brief to create a concept that challenges convention by awakening the senses. Projects were assessed on their sustainability and functionality, as well as their level of uniqueness and ability to stand out.
Marketing Manager Cartonboard at BillerudKorsnäs, Anders Gathu, said: “Packaging that speaks to our senses is a fast-developing trend. It’s a frequently seen phenomenon in social media, where unboxing videos see consumers unpack a new purchase while smelling, touching, rustling, and studying every little graphical detail.
“In the future, we can expect concepts with sound effects, visual illusions and augmented reality. In an increasingly digital world, the packaging needs to stand out and speak to all the senses.”
Aimed at a target audience of modern, urban consumers with high expectations, contestants focussed on market segments including cosmetics and beauty care, luxury drinks, premium food and confectionery. Each entry included a short film covering the experience of the concept and packing, physical mocks-ups and a one pager outlining the structural design.
Our Creative Director, John, said: “Being involved with PIDA 2021 has been a unique and refreshing experience.
“As a Creative Director, it’s allowed me to witness exciting new ideas first hand from across the globe.
“Ideas that are capable of shaping and shifting the industry as it battles with a diverse range of challenges including a global pandemic, sustainability and the dominance of immersive digital advertising.
“Equally, from an agency perspective, it’s allowed us to connect with the next wave of creative talent, while also putting us alongside fellow creative agencies and design-conscious organisations.”