'We're humanity's best friend': campaign seeks new level of respect for designers

As creative professionals, we all know design is important for humanity, but other people don't always see it like that.

So to make things a little clearer, creative agency Leo Burnett London has teamed up with London's Design Museum to launch a campaign called Design: Humanity’s Best Friend. It aims to show how design is integral to everyday life, as well as highlighting the museum as a must-see destination.

The outdoor advertising campaign consists of posters hosted around creative hotspots in London, targeted London Underground stations in Kensington, and digital display formats. Each features iconic design objects, such as an instant camera, an impeccably cut suit, the Pride flag and a replica spacesuit.

The campaign aims to reframe the way people view design: that it's about much more than how things look: it is a problem-solving attitude, a process and a method that can help tackle any challenge, from small usability issues to complex global problems.

Chaka Sobhani, chief creative officer at Leo Burnett London said: “Design is one of the most important tools we have for understanding and changing the world we live in. This campaign hopefully brings the wonder and ubiquity of design to the forefront of people’s minds, where it should always be.”

This year marks 30 years since the Design Museum first opened to the public. Following an exhibition on Stanley Kubrick this autumn, the museum will invite visitors to travel to Mars in the 'Moving to Mars' exhibition. Visitors can also explore the permanent display ‘Designer Maker User’ and view objects like the original Pride flag.

"The purpose of the Design Museum is to make the impact of design visible," says its chairman Lord Mandelson. "Design excellence is one of Britain’s chief competitive advantages and we need to invest more in it. The museum tells this story every day within its walls and we needed a new message to make everyone outside notice.”

Learn more about the exhibition on the Design Museum website.


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