Claire Carmichael
Planning Team at The&Partnership
London, United Kingdom
BaşlıkSEE THE PERSON, NOT THE SIGHT LOSS 2
Haftanın
Kampanya SEE THE PERSON, NOT THE SIGHT LOSS
Reklamcı Royal National Institute of Blind people (RNIB)
Marka Royal National Institute of Blind people (RNIB)
İlk Yayınlanma Tarihi
Sektör Institutional/Public Interest/Non-Profit Org.
felsefe RNIB LAUNCHES NEW BRAND IDENTITY WITH ‘SEE THE PERSON, NOT THE SIGHT LOSS’ CAMPAIGN As RNIB celebrate their 150th anniversary this year, The&Partnership London has developed a new brand positioning A new logo – co-created with blind and partially sighted people – is launched alongside a new visual identity An advertising campaign featuring the new brand positioning and visual identity aims to put RNIB back on the public’s radar 10TH SEPTEMBER 2018: In its first major project for the Royal National Institute of Blind People (RNIB), The&Partnership London has developed a new contemporary brand positioning for the 150-year-old charity. The agency was tasked with putting RNIB back on the public’s radar, and creating a brand identity to support RNIB’s refreshed strategy which focuses on empowering people with sight loss, connecting communities and, ultimately, changing society. As part of this, RNIB have adopted a new tag line – ‘See Differently’ – and a revitalised purpose: to be a catalyst for change. It will seek to inspire people with sight loss to transform their own personal experience, their community and, ultimately, society as a whole. RNIB’s focus will be on giving people the help, support and tools they need to realise their aspirations. The&Partnership London partnered with RNIB’s community of partially sighted and blind people to conduct extensive research, which informed every stage of the project and made sure it was truly inclusive. This research ensured the charity’s new visual identity is the most accessible yet; the spacing, shape, and colour contrast of the letters in RNIB’s new logo have been carefully crafted so that they are easier to distinguish for those who are partially sighted. The new visual identity covers everything from a new logo, to marketing assets, to signage in their building. The optimistic, humorous ad campaign “See the person, not the sight loss” was developed to shine a light onto the normal, everyday lives of people living with sight loss, from running into ex-girlfriends, to a love of reality television. It aims to tackle the misconceptions held by much of the public about the lives of partially sighted and blind people. Three short films, cast with partially sighted actors and directed by comedy directing duo Big Red Button, challenge mainstream misconceptions that people with sight loss face every day. Bright, colour popping print ads echo the sentiment and follow guidelines set in the new visual identity to make them as accessible as possible. The ad campaign will run across print, social, video on demand and OOH, with media handled by Wavemaker.
Medya Türü Outdoor/Out of Home
Süre
Head of Brand
Brand Manager
Marketing & Brand Officer
Director of Relationships
ECD
CD
Creative
Creative
Creative
Creative
Head of Art
designer
designer
Designer
Managing Director & Planning Partner
Planner
Prodüksiyon Sorumlusu
Producer
Art buyer
Creative Producer
Direktör
Account Director
Müşteri Temsilcisi
Kitty Burroughes
Prodüksiyon Şirketi
Director
Photographer / Director of Photography
Tipografi
Visualiser
Visualiser
Editing
VFX Company
Post / VFX producer
Grade
Audio
Media Agency
Media Planner
Media Planner

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