|Title||SEE THE PERSON, NOT THE SIGHT LOSS 3|
|Campaign||SEE THE PERSON, NOT THE SIGHT LOSS|
|Advertiser||Royal National Institute of Blind people (RNIB)|
|Brand||Royal National Institute of Blind people (RNIB)|
|Date of First Broadcast/Publication|
|Business Sector||Institutional/Public Interest/Non-Profit Org.|
|Philosophy||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.|
|Media Type||Outdoor/Out of Home|
|Head of Brand||Martin Wingfield|
|Brand Manager||Lorna Forbes|
|Marketing & Brand Officer||Malcolm Wai|
|Director of Relationships||Sophie Castell|
|Head of Art||Marc Donaldson|
|Managing Director & Planning Partner||Sarah Clark|
|Executive Producer||Charles Crisp|
|Art buyer||Emma Modler|
|Creative Producer||Lucy Avant-Wells|
|Business Director||Benedict Pringle|
|Account Director||Freddie Eaves|
|Account Manager||Ciara Burke|
|Kitty Burroughes||Kitty Burroughes|
|Director||Big Red Button|
|Photographer / Director of Photography||Ilka & Franz|
|Editing||Nick Allix @ The Playroom Editors|
|VFX Company||Gareth Brannan @ The Mill|
|Post / VFX producer||Tom Manton @ The Mill|
|Grade||James Bamford @ The Mill|
|Audio||Tom Heddy @ Wave Studios|
|Media Agency||Wavemaker Hungary|
|Media Planner||Hannah Watson|
|Media Planner||Stuart Whitehead|
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