The Design Museum – Design. Humanity's Best Friend.

  • Will Rees
  • Hannah Cunningham
  • Chaka Sobhani

The Design Museum briefed Leo Burnett with redefining the museum in the eyes of would-be-visitors. Our response wanted to reframe what people understand to be ‘design,’ from something niche and pretentious, to something that is all around us and impacting our day to day lives. Whether it’s the chair they’re sat on, the bus they’ve travelled on, or the phone in their hand, we wanted people to rethink and understand that design is totally integral to our lives as humans. And the Design Museum is home to a real celebration of this design, in all its forms. The new brand-line encapsulates this sentiment: Design. Humanity’s Best Friend. All the imagery from the campaign highlights design objects, out in the real world, and shines a light on them, making us think about them differently and appreciate them as pieces of design in their own right. The campaign is running across OOH, DOOH, social, digital and at the museum. ECD: Chaka Sobhani Designer: Will Rees Copywriter: Hayley Power, Alice Pearce