EFEITO D (D EFFECT) by BBDO Lisbon, RMAC Lisbon for Diferenças-Child Development Center

EFEITO D (D EFFECT)

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Industry Public awareness
Media Design & Branding
Market Portugal
Agency BBDO Lisbon
Creative Director Ana Cunha
Designer Pedro Duarte
Agency RMAC Lisbon
Released September 2009

Credits & Description

Category: Large Scale Corporate Identity Schemes
Advertiser: DIFERENÇAS - CHILD DEVELOPMENT CENTER
Product/Service: CHILD DEVELOPMENT CENTER
Agency: BBDO PORTUGAL
Agency: RMAC
Date of First Appearance: Sep 15 2009 12:00AM
Entrant Company: BBDO PORTUGAL, Lisbon, PORTUGAL
Vice President /Chief Creative Officer: Pedro Bidarra (BBDO)
Creative Director: Ana Cunha (RMAC)
Designer: Pedro Duarte (RMAC)
Brand consultant: Diogo Cunha (BBDO)
Media placement: Experimenta Design Exposition - Fundação Calouste Gulbenkien - 15 September 2009
Media placement: TV - RTP 2 - September 2009
Media placement: TV - TVI - October 2009
Media placement: Magazine - Visão - October 2009
Media placement: Magazine - Time Out - October 2009
Media placement: Newspaper - Metro - October 2009
Media placement: Newspaper - Expresso - October 2009

Describe the challenges and key objectives
As many other NGOs dedicated to this type of work, Diferenças is experiencing significant financial difficulties, subsisting only thanks to sporadic donations from companies and other organisations. The challenge put to us was to create a way of providing the Child Development Centre with a more sustainable source of financing, making Diferenças less dependent on donations. Or rather, find ways in which a non-profit organisation might make money.

Describe the brief from the client
Diferenças is a child development center for children with Down-Syndrome. The centre was created in 1990 and 20 years on is considered one of Europe’s finest centres in its area of intervention, with its work recognised for the inventiveness and creativity with which it searches for solutions to the problems faced by those with Down-Syndrome. Diferenças currently supports over 6000 children, both Portuguese and from around the world. And this support obviously costs money. Create a new source of income to 'Diferenças' - a center that helps and supports children with Downs syndrome.

Describe how you arrived at the final design
The D effect (Efeito D) is the word Defect with a defect. Efeito D is a new brand of design articles inspired by people who are different – people with Down’s syndrome (a genetic disturbance caused by the presence of an extra chromosome 21 in the human genetic code). Assuming design as a tool capable of reproducing this distinction, efeito D challenges Portuguese and foreign designers to design objects that incorporate in their genetic code a difference which renders them unique, original and desirable for consumers.

Give some indication of how successful the outcome was in the market
The D Efeito Collection was officially launched at Experimenta Design, with its concomitant exposition at the Fundação Calouste Gulbenkien inaugurated in the presence of the President of Portugal. Its impact was remarkable. Negotiations are underway with companies such as Ikea, Vista Alegre, Area, Fnac and H&M, for the purchase and commercialization of Efeito D collections. Acceptance levels for Efeito D amongst civil society and businesses went beyond the targets initially established. Numerous orders were placed. For Diferenças, these are amounts that make a difference. The initiative’s success has led to designers such as Philippe Stark, Uwe Fischer, Studio Makkink & Bey or Richard Hutten showing their interest in creating their own genetically modified objects.