by abduzeedo
Explore M&C SAATCHI's unique editorial design and graphic design for SCOPEN's 30th Anniversary, celebrating creative agencies.
SCOPEN is a top international advertising consultancy. This year, 2025, marks the 30th Anniversary of their well-known
The Partners Book. M&C SAATCHI was chosen to design this special edition. They created a clever and rich project called "GOLDEN IDEAS".
M&C SAATCHI wanted to honor the hard work of creative agencies. These agencies constantly come up with brilliant ideas. They showed each agency as a hen. Hens are humble but determined animals. They stand for dedication and persistence. This choice was central to the design. It made the project meaningful and impactful.
The book's front cover grabs your attention. It shows a hen from behind. The hen is pushing hard to lay a golden egg. This golden egg is a clear sign of the great idea every agency seeks. The image shows the exact moment of intense effort. It aims to have the same effect as a big discovery. The back cover continues this theme. It shows ruffled feathers and strong will. This conveys the effort and success of creating a perfect idea.
The editorial design and graphic design thoughtfulness goes beyond the cover. M&C SAATCHI also designed a special egg carton. It's made of textured cardboard. This carton holds the commemorative book. It celebrates "two and a half dozen years of effort" by all featured agencies. This special packaging was sent only to important media agencies. Inside the book, the endpapers show many eggs. This reminds us of all the ideas agencies produce daily. One golden egg stands out, representing the best idea. These visuals reinforce the project's main message.
M&C SAATCHI also made a video for social media to launch this edition. SCOPEN was the client for this project. M&C SAATCHI was the agency. Andrés Martínez was the CEO & Executive Creative Director. Alejandro de Antonio was the Creative Director & Head of Art. Marta Villa González and Nacho Fernández Noriega were Art Directors. Jorge Lamoneda Yustes was the Copywriter. Lara Esteban de Ramón was the Graphic Designer. Dani de Julio Barrios was the 3D Artist. Revés Digital handled digital post-production. Rafa Herranz was the Retoucher.
This project combines deep meaning with excellent graphic design and editorial design. It's a tribute that is both meaningful and visually stunning. It shows how design can communicate complex ideas simply.
Discover more about M+C SAATCHI's work at https://mcsaatchi.es/.
