Livestrong Foundation Design & Branding PEDALPAINTING by Latinworks


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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market United States
Agency Latinworks
Creative Director Todd Widell, Alejandro Egozcue Latinworks
Copywriter Desiree Mata
Released June 2011

Credits & Description

Category: Posters
Chief Creative Officer: Sergio Alcocer (LatinWorks)
Creative Director: Todd Widell (LatinWorks)
Creative Director: Alejandro Egozcue (LatinWorks)
Associate Creative Director/Art Director/Copywriter: Morris Davila (LatinWorks)
Associate Creative Director/Art Director/Copywriter: Rob Casillas (LatinWorks)
Copywriter: Desiree Mata (LatinWorks)
Producer/Editor: Ambar Salinas (LatinWorks)
Media placement: 100 Posters - Austin, Dallas, San Antonio & Marfa TX - 22 July - 10 September 2011

Describe the brief from the client

We were tasked with designing a poster for a 100km charitable cycling event in Marfa, Texas, known as the Marfa 100. The event benefits the Livestrong Foundation and Marfa Public Radio, an affiliate of National Public Radio. The intent was to generate awareness for the event and communicate the mission of the Livestrong Foundation.

Describe the challenges and key objectives
The challenge: As most posters for charitable events share the same communication of date/time/place, we asked ourselves the question, “How can we make a poster participatory, how can we create ‘action’ around the event?”.
The opportunity: Unite cancer survivors and fighters to become illustrators for the event poster.
The idea: Pedal painting.

Describe how you arrived at the final design
The concept of ‘Pedal painting’ provided a much larger creative opportunity than merely designing a poster. By enlisting cancer survivors and fighters to personally serve as illustrators, the poster creation process evolved to an event – a communal expression of the fight against cancer.

Give some indication of how successful the outcome was in the market
As the story of our concept spread, television stations, local news sources, and various blogs picked it up, generating 8m+ earned media impressions. The result was 100 posters used for the promotion of the Marfa 100, representing the collective fight of 100 cancer survivors and fighters.