Beautiful Pathogens by TBWA\Hunt\Lascaris Johannesburg for Goodbye Malaria

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Beautiful Pathogens

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Industry Public Safety, Health & Hygiene
Media Design & Branding, Case study
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Chief Creative Officer Peter Khoury
Executive Creative Director Jenny Glover, Rui Alves
Art Director Nicola Taylor Garret
Copywriter Jeff Tyser, Dhasagan Pillay
Designer Sacha Traest, Joanne Theron
Released December 2016

Awards

Loeries Awards 2017
Communication Design General Collateral Gold
Communication Design Identity Programmes Campaign Bronze
Communication Design Mixed-media Campaign Campaign Bronze
Communication Design Illustration Craft Certificate

Credits & Description

Title: Beautiful Pathogens
Agency: Tbwa\Hunt\Lascaris
Brand: Goodbye Malaria
Country: South Africa
Entrant Company: Tbwa\Hunt\Lascaris, Johannesburg
Advertising Agency: Tbwa\Hunt\Lascaris, Johannesburg
Production Company: Tbwa In Africa, Johannesburg
Chief Creative Officer: Peter Khoury (Tbwa \ Hunt Lascaris)
Executive Creative Director: Jenny Glover (Tbwa \ Hunt Lascaris)
Executive Creative Director: Rui Alves (Tbwa \ Hunt Lascaris)
Copywriter: Jeff Tyser (Tbwa \ Hunt Lascaris)
Copywriter: Dhasagan Pillay (Tbwa \ Hunt Lascaris)
Art Director: Nicola Taylor Garret (Tbwa \ Hunt Lascaris)
Designer: Sacha Traest (Tbwa \ Hunt Lascaris)
Designer: Joanne Theron (Freelance)
Head Of Tv Production: Sandra Gomes (Tbwa \ Hunt Lascaris)
Agency Producer: Boitumelo Rabosiwana (Tbwa \ Hunt Lascaris)
Art Buyer: Simone Assad (Tbwa \ Hunt Lascaris)
Illustrator: Sartia Immelman (Freelance)
Sound Engineer: David Law (Freelance)
Editor: Nick Gishen (Deepend Post Production)
Photographer: Aart Verrips (Freelance)
Strategy:
The brief was to create something truly distinctive and ownable, a world-class, yet uniquely African identity. It needed to be grounded in their name – Goodbye Malaria – reflecting the incredible successes already being achieved by the organisation.We created an extensive set of elements for Goodbye Malaria members to use at corporate presentations and conferences, using high quality paper stock and materials. Goodbye Malaria receives additional funding through sales of their existing clothing range. Our idea needed to leverage this component of their business. The new clothing range that we created will help take Goodbye Malaria to a much larger audience, ultimately making it a desirable brand, and raising much-needed additional funds for the project.
Campaign Description:
The project is about much more than science and statistics. It’s protecting the vibrant soul of Mozambique. It’s where modern science meets African culture. So, we brought together Mozambique’s iconic Capulana fabric and the four Malaria pathogens, to create unique pathogen patterns. These were incorporated throughout the CI.We collaborated with traditional Mozambican fabric makers and designers to apply these designs to the Goodbye Malaria clothing range, helping to raise additional funding for the spraying program.Digitally, the pathogen patterns respond to real-time data, disappearing as Malaria cases are reduced. Yearly, this will reflect on their fabrics and collateral elements too.
Outcome:
This identity helps to change the way the world sees African NGOs. Rather than focusing on negatives and shock tactics, it’s a celebration of the incredible work being done on the ground by Goodbye Malaria.Our competition is other NGOs campaigning for corporate funding. This identity creates a meaningful and extremely distinctive brand presence for Goodbye Malaria, helping them stand above their competition.The quality of illustration and materials used, as well as the attention to detail, combine to create a world-class CI, positioning Goodbye Malaria as a serious and reputable global organisation. So far, this new CI has helped Goodbye Malaria receive $100 million from The Bill Gates Foundation, in association with The Global Fund.
Synopsis:
Malaria kills more people in Mozambique than anywhere else. But an initiative called Goodbye Malaria is helping to change that with their innovative hut-spraying program. They asked us to create a visual identity that captures the essence of the project and gives them a meaningful global presence.Goodbye Malaria’s primary target market is the corporate world, which they rely on for funding. The identity thus needed to position Goodbye Malaria as a serious, reputable organisation making major strides in the eradication of Malaria.The budget was a mere $10 000. The CI will be used throughout the world, but primarily in South Africa.
Execution:
The idea was to combine the science of Malaria and Goodbye Malaria’s reason for being, with the vibrant, dynamic soul of Mozambique. We thus created four base illustrations in the style of Mozambique’s iconic Capulana fabric, depicting the four Malaria pathogens: Plasmodium Falciparum, P. Vivax, P. Ovale, and P. Malariae.These distinctive and ownable pathogen patterns were used on all clothing packaging. All packaging thus contains the Goodbye Malaria story and mission. Elements include:•Multipurpose packaging solution that can be layered in various combinations•Swing tags•Clothing rangeDigitally, the identity will be responsive to real time data, so that as more Mozambicans are protected, the pathogens in the design will start to disappear. Yearly, this will reflect on all printed elements and clothing too. Hopefully, some day, there will be no more pathogens left in the CI, when Mozambique says goodbye to Malaria for good.