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Cats in a Box Communication Design by Daniel da Hora |
Home > Winners > Design #161093 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
Dd: During pandemic and right after that, the number of abandoned animals on streets in Brazil increased dramatically. But, specially cats, that suffered with fake news about transmitting covid-19 to humans. Because Adote Um Gatinho is an ngo that works with abandoned cats and their way to a new home, we saw an opportunity to increase awareness and also address an important message.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
Dd: It was created a marketing and communication campaign, using a racional about how a cat would feel even better than just playing around with a cardboard box: with your contribution to the ngo that takes care about street kittens, and put the illustrations all over... Posters, print, social media, etc. But, then, it was made something huge… It was created a line of products to be sold at a charity bazar. Mugs, decorative plates, ecobags, tees and much more. And yes, it was an enormous success.
FS: What made you design this particular type of work?
Dd: We saw an opportunity to talk about a serious social problem, using our creative experience.
FS: Who is the target customer for his design?
Dd: All the society in general, specially those who are impacted or like pets.
FS: How did you come up with the name for this design? What does it mean?
Dd: It was used digital illustrations, made on Procreate software, running over an iPad Pro 12, as the starting point for the whole materials. Posters and printing materials were the normally used on regular advertising and marketing campaigns, and also the social medial assets we focused on Instagram, due to it’s huge impact.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
Dd: The design research conducted for the campaign began with exploratory research, aiming to understand the abandoned animal situation in Brazil post-pandemic. Objectives included identifying misconceptions about cats and covid-19 and assessing potential for awareness-raising. Methodology involved qualitative interviews, surveys, and desk research. Data was collected using questionnaires, interviews, and online searches. Participants included ngo staff, volunteers, and target audience members. Insights revealed widespread misinformation and a desire for action. The campaign's products raised funds and awareness, impacting society by addressing misconceptions and supporting animal welfare.
FS: What are some of the challenges you faced during the design/realization of your concept?
Dd: How to touch people about the serious and sensitive subject of abandoned kittens at the country.
FS: How did you decide to submit your design to an international design competition?
Dd: We had a very good feedback about the design, not only by our client and customers - with is the most important - but also from other creatives and colleagues from the industry.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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