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Mermaid as a symbol of harmony between form and content

24.04.2018

Mermaid as a symbol of harmony  between form and content

The mermaid will seduce attendees of the 20th SEMPL; she is a pop cultural interpretation of mythological sirens who lured the sailors with their singing causing their ships to crash on the reefs.

In the last 20 years, SEMPL has always been focused not only on form but especially on content as it had to float to the surface in the sea of numerous established marketing events.

“For a great comprehensive experience the form and content should work together. We can easily be seduced by beautiful form but without right content a good first impression quickly fades away,” Futura DDB explained this year’s visual identity of SEMPL, and added: “Unlike mythology, you will never crash on the reefs at SEMPL.”

Tine Lugarič

Tine Lugarič


Creative Director, Luna TBWA

"SEMPL is showing more and more muscles in recent years, especially in the fields of programme and competition. The vibe outside the conference halls also leaves a very good feeling."

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