PAST All From One - Brand Campaign

PAST - the Paleontological Scientific Trust, is an organisation dedicated to protecting, preserving and promoting the scientific evidence of our shared origins in Africa, and to make this valuable to the future of humankind. PAST uses these sciences as a tool to promote racial harmony and environmental conservation. All living things in the world share a commonality, seemingly small but infinitely powerful. We all share DNA, with humans sharing a 99.9% similarity with each other. Yet we tend to focus on our differences: a difference that is only 0.1%. We based our thinking around showcasing this similarity in a visual way – using the difference to create a sense of unification. We took over 500 photographs of people from all walks of life, sliced each photograph and then created a new “face” made up of all the slices. We wanted to create a striking visual that at first, appears to be a single individual, but when you look closer, consists of many. By removing one sliver, we wanted to draw attention to the fact that all that divides us is an insignificant 0.1%.

Interior Design & Temporary Structures

We developed an interactive exhibition structure recalling both a DNA double helix and the skeletons of two large prehistoric animals to educate everyone about our 99.9% similarity, and why we should be united and collaborative with each other to build a better future together.
A smaller, reconfigured version of the exhibition was produced as part of the South African Treasures exhibition at the United Nation’s World Intellectual Property Organization General Assembly in Geneva.

A Comprehensive Educational Journey

The interactive structure was divided into four sections, providing viewers with an in-depth education on the origins of humankind.

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Awards:
One Show Merit - Design
One Show Merit - Spatial Design

Loeries Bronze – Interior Design
Loeries Bronze – Design Mixed Media Campaign

Credits:
Concept, Design & Art Direction:
Jo Theron & Shannon Davis

Photography:
Warren Van Rensburg

Illustration:
Sarita Immelman

Scientific Advisors:
Prof. Michele Ramsey, Prof. Himla Soodyall, Prof. Jody Hey, Prof. Nina Jablonski,
Dr. George Chaplin, Prof. Anthony Barnosky, John Gurche
Structure Design:
Nabeel Essa
Producers & Content writers:
Andrea Leenen & Prof. Robert Blumenschine (PAST)
Curator & Project Manager:
Lauren Segal
Exhibition:
Trace

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