DRAW THE LINE AGAINST MALARIA

TitleDRAW THE LINE AGAINST MALARIA
BrandMALARIA NO MORE
Product/ServiceMALARIA NO MORE
Category A04. Digital Image Design
Entrant ISOBAR Amsterdam, THE NETHERLANDS
Idea Creation ISOBAR Amsterdam, THE NETHERLANDS
Idea Creation 2 DENTSU BENELUX Amsterdam, THE NETHERLANDS
Idea Creation 3 DENTSUACHTUNG! Amsterdam, THE NETHERLANDS
Media Placement DENTSU AEGIS NETWORK Amsterdam, THE NETHERLANDS
Media Placement 2 CARAT Amsterdam, THE NETHERLANDS
Media Placement 3 IPROSPECT Amsterdam, THE NETHERLANDS
Media Placement 4 POSTERSCOPE NETHERLANDS Amsterdam, THE NETHERLANDS
Production BLACK DOG FILMS London, UNITED KINGDOM
Production 2 RSA FILMS London, UNITED KINGDOM
Production 3 JM FILMS Lagos, UNITED KINGDOM
Production 4 LOBO London, UNITED KINGDOM
Additional Company MALARIA NO MORE UK London, UNITED KINGDOM
Credits
Name Company Position
Daniel Sytsma dentsu International & dentsuACHTUNG! Global Chief Design Officer
Ronald Ng Isobar Global Chief Creative Officer
Anna Lungley dentsu International Global Chief Sustainability Officer
Caroline Dean Isobar Global Chief Marketing Officer
Michael Zylstra dentsu International Chief Strategy Officer SSA
Kika Douglas dentsuACHTUNG! Executive Creative Director
Sam Souen dentsuACHTUNG! Creative Director
Jasper Janssen dentsuACHTUNG! Creative Director
Alberto Talegon Isobar Creative Director
Isaiah Iraya Isobar Creative Director
Yash Deb Isobar Creative Director
Arun Balagopal Isobar Creative Director
Kara Prosser Isobar Research Lead
Láolú Senbanjo Láolú Senbanjo Art Director
Daniel Bunde dentsuACHTUNG! Creative
Teresa Makori Isobar Creative
Anne Cheruiyot dentsu International Creative
Bart Heideman dentsuACHTUNG! Designer
Miles Salé dentsuACHTUNG! Designer
Lorenzo Angelone dentsuACHTUNG! Designer
Gabre Minkah Gabre Minkah Global Programme Lead
Alexandra Lima Alexandra Lima Project Manager

Describe the creative idea

Draw The Line Against Malaria is a movement led by the generation that will end malaria. To end Malaria, African youth needed to demand action from heads of state. But growing up with Malaria as an inevitable fact of life had made youth lose hope in a malaria-free future. To bring this hope back, we made the mission of ending Malaria part of African youth culture To tap into African culture, we partnered with renowned Nigerian Artist and Activist Laolu Sebanjo. Together we created a modular line pattern that would represent our movement. The Muundo combines traditional line art with technology to create a collective artwork that demands a malaria free future from world leaders. We built the movement line by line. Inviting celebrities, influencers and digital african youth to add their own line to a digital platform and facefilter, turning the pattern into a collective statement against malaria.

Describe the execution

We worked together with Laolu Senbanjo to create a visual language that allowed everyone to add their line to a collective message: The Muundo. The Muundo is designed as a modular system that allows african youth to personalise their message with a range of graphics and symbols. In addition they can personalise a modular modular headline: “Malaria, we’re too _____ for you”. The Muundo informed every element of this movement. The Muundo was the centerpiece that informed every element of the campaign: –The campaign was launched with a film that invited African youth to join our movement. The film featured cultural leaders Eliud Kipchoge, Omotola Ekeinde, Sherry Silver and Siya Kolisi. –A fashion capsule collection created with Nigerian streetwear label I N Official helped us to get the message out on the streets and the feeds. –The animation film narrated by Grammy award singer Yemi Alade told the full story of the Muundo from its origin (traditional body painting) to the collective artwork that spreads across the world. –The online platform allowed everyone to personalise their message and add it to a collective mural. –A face filter on instagram and facebook, launched in partnership with 50 African influencers, enabled digital youth to wear the Muundo as a face mask. – A PR, influencer and ambassador industry ensured that all of the above was visible across social media, outdoor, global and african news channels.