Richard House Design & Branding Richard House: GOING GOING GONE RED! by The Partners

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United Kingdom
Agency The Partners
Creative Director Jack Renwick
Designer Tim Brown, Sean Rees
Released June 2011


Cannes Lions 2011
Design Lions Illustration Gold

Credits & Description

Type of Entry: Graphic Design & Design Crafts
Category: Illustration
Advertiser/Client: RICHARD HOUSE
Product/Service: GO RED!
Design/Advertising Agency: THE PARTNERS London, UNITED KINGDOM
Creative Director: Jack Renwick (The Partners)
Design Director: Michael Paisley (The Partners)
Senior Designer: Sam Griffiths (The Partners)
Designer: Tim Brown (The Partners)
Designer: Sean Rees (The Partners)
Junior Designer: Henry Hadlow (The Partners)
Artworker: Alex John (The Partners)
Artworker: Bernadette Feely (The Partners)
Project Manager: Suzanne Neal (The Partners)
Brief Explanation:
We wanted to see how we could encourage participation from the world of design and illustration.
We had little or no budget to work with.
We wanted to create as much impact, and raise as much money as possible.
Describe the brief from the client:
Richard House is London’s first Children’s Hospice and needs to raise £1.8 million each year, just to keep going. GO RED! is it’s largest annual fundraiser.
Borne of the Children’s game Consequences the GO RED! identity is based in multiple images and words combined to create amusing and informative examples of how people might GO RED!
We wanted to get involved in GO RED! and promote it amongst our industry. The question was how?
Description of how you arrived at the final design:
What better way to get involved than to build on the spirit of the original identity and play a huge game of Consequences. We asked some of the top illustrators working today to contribute, each drawing a head, body, or legs, so we could play the game in aid of the charity. They donated their artwork and time for free.
With 120 brilliant illustrators and 64,000 unique combinations, visitors to the website can create and order their own archival quality giclée print. But get in there quick as there is only one of each combination…
Indication of how successful the outcome was in the market:
The project has been featured on many design blogs, gaining a terrifically positive response and prints have been flying off the shelves.
3 body sections
120 brilliant illustrators
= 64,000 unique combinations
= £3.8 million for Richard House
= 2 year’s running costs covered
= One simple idea for a great cause