Graymatter’s New Insignia campaign wins DRUM Design Art Direction Award 2014.


Gleaming engine components, artfully metamorphosed into a cheetah…ingenious cockpit technology seamlessly evolved into a dolphin…Graymatter’s launch campaign for Vauxhall’s New Insignia was always going to be a natural fit for the DRUM Design Awards judging criteria.

Focusing solely on the discipline of design, the awards recognise and reward inspiring design work that is being produced by agencies across the whole of the UK. 

This year, we are delighted to announce that we have won the Art Direction Award for this work that goes under the theme of ‘Beautiful Technology’.

The challenge was to meld engineering excellence with drop dead gorgeous looks – with an environmental twist to communicate aerodynamics, stamina and efficiency. With animal metaphors in mind, we played around on paper, and in three dimensions, looking for the most powerful and interesting shapes and retouching painstakingly for the best effect.

Happily, the team’s hard work and attention to detail paid off with a highly successful campaign and award recognition and nominations.