We worked with the Hollywood Foreign Press Association to redesign the Golden Globe Award with an eye toward the media moments when it is most visible – and needs to shine. Winners would awkwardly grab the globe at the top, blocking the most important parts from the camera’s view. To make it easier to hold, we changed the rectangular base to a cylindrical shape and elongated the award’s central column, influenced by the very first Golden Globe Award, a scroll. We changed the style of the base and materials of the award to be more premium while retaining brand heritage. We emphasized the brand in three new areas on the statue. And to combat fakes, we integrated NFC technology, provisioning winner’s information live at the awards as they were announced, to securely store data that proves the award’s authenticity and ownership.
The new Golden Globe Award design and lifetime achievement award design were introduced at the 76th Annual Golden Globe Awards in January 2019. Two teaser adverts on NBC’s live broadcast depicted the making of the new award. The final award designs were revealed to the general public as the category winners were announced live on NBC, at the Party of the Year™. Content from the show, one of Hollywood’s most watched events was shared across a plethora of digital and traditional channels, and official portraits of winners with their statues commemorated the occasion, as well. Winners were able to see their name engraved and their data provisioned on the NFC chip, viewable via an official HFPA app to prove authenticity. The data storage system integrated is similar to that of mobile banking applications. One hundred Golden Globe Awards across 25 categories have been created in total, plus two lifetime achievement awards. These awards are not available for purchase.
With this redesign, the HFPA has set a new bar for maximizing the branding potential of each award-winning moment, while ushering a traditional brand into the 21st century and future proofing it for years to come.
The new design was unveiled during NBC’s live broadcast and seen by millions worldwide.
Content including the new Golden Globe Award has been shared millions of times worldwide and will retain a place in entertainment history forevermore.