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The entry is a perfect example of the ‘unboxing’ phenomenon that has taken on an increasingly important role in retailing and packaging since the first ‘unboxing’ video — subject, the Nokia E61 phone — hit YouTube in 2006.
Produced for luxury fashion brand The Rake, the entry won UK-based Victory and Caps a Silver award for its creative use of graphic design in a successful conversion to flexo from offset. Victory used a single Kodak Flexcel NX Plate to create the black-and-white, photographic-quality image, with its mix of highlights and dark shadows. The entry is an example of the ‘unboxing’