Overview
The campaign for the Freundeskreis Wildpark Düsseldorf shall present the animal sponsorship project. The aim is to create a fresh and inspiring corporate Design. Furthermore shall the new campaign address the general public of animal lovers, doesn’t matter which age. Through the new concept of the animal sponsorship, the Wildpark creates a new presentation of their image and advertises them. For that reason Büro Divine produced and created the campaign in a modern but still classical way.
CONCEPT
The idea: Partner-Ads. Animals looking for each other.
We developed brochures that shall address a young and also older target group. To do so the design has to include a modern as well as traditional character. Thereby must be received the attention that the original image of the Wildpark don’t get lost in the new campaign. Consequently we create a brochure that includes all these aspects.
The brochure presents the new campaign of the animal sponsorship. Through lively texts and clear and easy language is the intention conclusively portrayed. The prices for the sponsorship is divided very structured and with silhouettes of the animals accentuated. The use of texts is very reduced hence the brochure stays vivid. Pictures are replaced through silhouettes of the animals.
Tone & Voice
The motives shall be clear and obvious, so that everyone is able to understand the intention. The use of silhouettes of the animals instead of pictures makes the brochure look more lucid. The motives, which are used for the front page, are, depending on the animal which is shown, in different colours. The Layout shall be clear and reduced.
Creative Contents
Creating iconic animals and friendly colours
The silhouettes illustrate different types of animals. Replacing them instead of pictures makes the brochure look much more open and clear and appears like a Logo. That has the goal that doing so makes the brochure, in connection to the easy written text, having a more classical character. Moreover the concept of that brochure keeps a clear structure.
Concrete motives and content
The brochure is divided into different domains. The front page presents one animal species and humanizes it through the text written from an I-perspective. The following pages include information to the sponsorship on the one hand. On the other hand it presents animal silhouettes and the costs per year.
Through this clear separation with titles but little text the brochure gives a good overview and is understandable for everyone. Just the last page includes more text with information that is of secondary importance for the first overview about the campaign.
The mix of little text and symbols makes the brochure stays vivid and the intention becomes clear.
Bringing all together
The text of the front page personalizes the animal whose silhouette is shown under it. Doing so the animal of the park is introduced in a very sympathetic way and builds up a connection to the reader. Using light and friendly colours makes the brochure lively and remarkable.
FINAL DESIGNS
The campaign is for the nationwide people who know already the Wildpark or want to get to know it. For now on the advertisements for the animal sponsorship is public and shall address everyone who has a heart for animals.
Overview
This campaign was developed for the ministerial for health of the federal state Nordrhein-Westfalen with the approach to prevent the female circumcision of Africans. It is not only forbidden in Germany and is regarded as crime it also causes traumata.
The concept was created with regard of being recognized by illiterates and with regard of the cultural background. The most creative challenge, in this case, was the pictorial realization of the communicating content.
CONCEPT
An information brochure for the sanitary enlightenment shall be developed. The brochure addresses people who cannot be reached with texts hence texts are mostly renounced. The most important text will be translated in six languages and the basic communication goals will be presented through twelve expressive picture motives combined with very short sentences and icons.
The brochure presents very important stations in the life of the concerned people: They are ordered chronological and follow the life of a small and young girl that develops to a woman. It offers problems, which can appear and provides proposals for solution. While the left side of each spread indicates problems the right side presents a proposition or advice how one can deal with the problematic situation.
Pictorial language and layouts
The motives shall be clear and explicit, so that everyone understands immediately their intention.
2-3 persons will be shown per picture.
The motives shall be photographed black and white and very aesthetic.
–The background is white –Work with very effective light
The layout of the brochure has to be clear and reduced.
Concrete motives and content
The spreads of the brochure follow the schema “Problem – Solution”. The left page presents the problems, with which affected woman have to expose, the right one offers a suggested solution.
The motives and suggested solutions are filled with “Info- boxes”, which include advices or contact details e.g. of doctors.
No use of headlines in the individual side, but the use of communicative icons or symbol, makes the overview more comprehensible for the reader.
First Layouts
Scribbles were drawn on the foundation of the concepts and the chose of colours and typefaces were defined, in the beginning of the Layout stadium. The goal was to create a look & feel that fits to the African target group to reach a safe acceptance for the campaign.
Foto-Shooting
After finishing the layouts we reached the concept stadium and developed pictorial contents, which normally are described in texts, with a theatre educator and casted lay models. Thousands of pictures were made and every scene was filled with very expressive ones. In the end the brochure self- explanatory and every illiterate can understand it and inform him- or herself.
FINAL DESIGNS
The campaign is currently presented in the whole federal state. Asylums get this brochure of the federal border force when they arrive at the airport. Africans, who live in Germany can get this brochure of the gynaecologist and at several information centres. The goal is to prevent the female circumcision of African girls in Germany.
