Past - 'All From One'
Brand Campaign
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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 the origin sciences as a powerful tool for promoting racial harmony and environmental conservation.
We were tasked with creating a campaign to highlight that there is only a 0.1% difference in the chemical sequences that make up the genes of the entire human race. 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%.
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 the origin sciences as a powerful tool for promoting racial harmony and environmental conservation.
We were tasked with creating a campaign to highlight that there is only a 0.1% difference in the chemical sequences that make up the genes of the entire human race. 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%.
Awards:
One Show Merit - Design
One Show Merit - Spatial Design
One Show Merit - Design
One Show Merit - Spatial Design
Loeries Bronze – Interior Design
Loeries Bronze – Design Mixed Media Campaign
Loeries Bronze – Design Mixed Media Campaign
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.
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.
The interactive structure was divided into four sections, providing viewers with an in-depth education on
the origins of humankind.
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Credits:
Concept, Design & Art Direction:
Jo Theron & Shannon Davis
Photography:
Warren Van Rensburg
Illustration:
Sarita Immelman
Credits:
Concept, Design & Art Direction:
Jo Theron & Shannon Davis
Photography:
Warren Van Rensburg
Illustration:
Sarita Immelman
Special Thanks to Producers & Content writers:
Andrea Leenen & Prof. Robert Blumenschine (PAST)
Andrea Leenen & Prof. Robert Blumenschine (PAST)
Scientific Advisors:
Prof. Michele Ramsey, Prof. Himla Soodyall, Prof. Jody Hey, Prof. Nina Jablonski,
Dr. George Chaplin, Prof. Anthony Barnosky, John Gurche
Prof. Michele Ramsey, Prof. Himla Soodyall, Prof. Jody Hey, Prof. Nina Jablonski,
Dr. George Chaplin, Prof. Anthony Barnosky, John Gurche
Structure Design:
Nabeel Essa
Curator & Project Manager:
Lauren Segal
Nabeel Essa
Curator & Project Manager:
Lauren Segal
Exhibition Coordinators:
Trace
Grid Worldwide
Trace
Grid Worldwide