Oxitec: Branding Aedes do Bem
"At some future period, not very distant as measured by centuries, the civilized races of man will almost certainly exterminate, and replace the savage races throughout the world."
My Role: Branding, Art Direction and User Interface
Agency: Ideal HKS
Copywriter: João Bourroul
Oxitec has developed a new and innovative solution to controlling the dangerous mosquito, Aedes aegypti. Create ‘self-limiting’ male insects which seek out and mate with females. After an Oxitec male mosquito has successfully mated with a wild female, any offspring that result will not survive to adulthood, so the mosquito population declines.
Challenge: The main challenge was to create a communication strategy to humanize the mosquito figure and make it more familiar to the general population.
Solution: We developed a hole branding system to reshape the image associated with the mosquito, making it softer and more comfortable in people´s imaginary. By using wide images focused on people and their routines, we bring the subject matter closer to the everyday people. The typography and iconography had rounded corners and multicolored titles, promoting a more relaxing approach and allowing a quick identification of the campaign ideals in a clever and illustrative way.
Result: Our strategic approach redefining the mosquito image and the high efficiency of Oxitec work with the population (about 90% of Aedes Aegypti reduction) was a great success.