LOGO CAMPAIGN

TitleLOGO CAMPAIGN
BrandSHANGHAI MUSEUM OF NATURAL HISTORY
Product / ServiceSHANGHAI MUSEUM OF NATURAL HISTORY
CategoryA02. Posters
EntrantDDB CHINA GROUP Shanghai, CHINA
Entrant Company:DDB CHINA GROUP Shanghai, CHINA
Design/Advertising Agency:DDB CHINA GROUP Shanghai, CHINA

Credits

Name Company Position
Michael Dee DDB China Group Chief Creative Officer
Billy Deng DDB China Group Creative Director
Eva Han/Billy Deng/Chris Jones DDB China Group Copywriter
Vain Cheng/Eric Duan/Allen Wang DDB China Group Art Director
Allen Wang/Yu Xiao DDB China Group Photographer
Xiaorun Huang/Yu Xiao/Mike He DDB China Group Illustrator
Allen Wang DDB China Group Typographer
Jacqueline Wu DDB China Group Production Director
Angie Wang DDB China Group Account Supervisor
Fygi Li DDB China Group Account Manager
Jenny Liu DDB China Group Planner

Brief Explanation

Current consumer society, most children tend to know more about brands than about nature. This becomes one of our great challenges; Our goal is to let parents understand that children needs to learn more about nature, to bring them to the Shanghai Museum of Natural History to obtain more natural information.

The Brief

To encourage parents to bring children to the Shanghai Museum of Natural History to understand more natural knowledge.

How the final design was conceived

We use realistic sketch styles to imitate popular science books, placing different animal species (clover, crocodile, horse) into similar styles as popular brand logos (adidas, LACOSTE, Ferrari). Letting the audience directly view the problem that most children can name the brands but not the animals and herbarium.

Indication of how successful the outcome was in the market

As these series of promotion print ads are released, the Shanghai Museum of Natural History increased its guest rates by 40%.