Big Picture Design Challenge 2009

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General Information:

Brief
The Big Picture Design Challenge invites young designers to create images that:

  • Define and promote the spirit of Australia and New Zealand's diversity in terms of distance, location and culture
  • Can be applied to external or internal surfaces in McDonald's restaurants
  • Appeal to McDonald's customers including families, young adults and business people

Inspiration
To help kick off the creative process, consider the following:

What design characteristics / brand values are we looking for?

  • Enjoyment for everyone - eye catching, alive, attractive, optimistic
  • Exciting – upbeat, magical, inspiring, colourful, unexpected
  • Oasis – respite, refreshing, reassuring, natural
  • Iconic – unique, original, timeless
  • Fresh – innovative, real, authentic, appealing

What is important to McDonald's?

  • Family
  • Local Community
  • Ronald McDonald House Charity
  • The Environment
  • Balanced Lifestyle

McDonald's restaurants are located all over Australia:

  • Rural
  • Suburban
  • Urban
  • Street Hubs
  • Food Court

McDonald's restaurants incorporate images in a variety of ways:

  • Landscape and portrait orientations
  • Large and small installations
  • Wall, lamp shades and facade applications

McDonald's restaurant images should:

  • Define and communicate brand values
  • Create a locally themed environment that is relevant to their customers
  • Contribute to a contemporary and welcoming atmosphere

Categories
Images may be created in three different forms:

Photographic Image
Grab your camera and start snapping abstract, lifestyle, active, portrait, or place photographs.

 		  

Vector Graphics
Fire up your creative mind and vectorize basic, geometric, abstract, vintage or illustrative graphics.

 		  

Mixed Medium Image
Go solo or collaborate with a colleague, create an image that incorporates multiple mediums - photography, painting, collage, etching or tapestry with overlayed vector graphics.

 		  

Prizes
Additional to cash prizes, the Big Picture Design Challenge gives young Australian designers invaluable career starting opportunities.

50 Finalist Prizes

  • $100 Cash
  • Design Institute of Australia Membership for 1 year
  • Entry published in McDonald's Graphics Catalogue with authorship noted.
  • Royalties and additional exposure if an Entry is incorporated into a McDonald's restaurant
  • Exposure to Australia and New Zealand's leading Designers

Plus

First Prizes

  • Photographic Image - $1,000 Cash
  • Vector Graphics - $1,000 Cash
  • Mixed Medium Image - $2,000 Cash

Judging Panel
The Design Institute of Australia has selected a judging panel that includes eminent design industry professionals that represent the diversity and excellence of design practices locally, nationally and internationally.

  • Geoff Fitzpatrick FDIA, Director-National Strategy | Design Institute of Australia. (VIC) CHAIRPERSON
  • Erin Pawle MDIA, Retail Design Manager | McDonald's Australia Ltd (NSW)
  • James Harper FDIA, Director |Brooking Harper (VIC)
  • Thomas de Masi, Creative Director |de Masi jones (SA)
  • Brad Muller, Executive Director |DM2 Architecture (QLD)
  • Ed Kenny, Director|Giant Design (NSW)

The Judging Panel will assess entries on the following criteria:

  • Concept
    • The entrant's interpretation of the brief
    • How effectively the design defines, communicates and promotes Australian and New Zealand diversity
  • Creativity and Visual Impact
    • The aesthetic appeal of the design
    • The invention and innovation of the design
  • Compatibility
    • The design's compatibility with McDonald's brand image, and remodelled restaurants
    • Whether the design is in keeping with Australian and New Zealand demographics and McDonald's new and existing customers
  • Adaptability
    • The design's ability to be utilized in different environments and applications