Garvan
Disease
Dilemmas
Role: Digital Art Direction & UX
Agency: BWM Isobar
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022 Bronze, Clio Awards 2022 Bronze, New York Festivals 2022 Finalist The Work 2022 - Campaign Brief, Asia Pacific Tambuli Awards 2022 Grand Prix, D&AD Awards 2022 Wood Pencil, The One Show 2022 Bronze Pencil, 43rd AWARD Awards Bronze Pencil, AdFest 2022 Gold, Silver & Bronze, Spikes Asia 2022 Integraded Spike & Silver, One Asia Creative Awards 2022 Silver & Bronze Pencil, London International Awards (LIA) 2021 Grand Lia, Gold & Bronze.
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022 Bronze, Clio Awards 2022 Bronze, New York Festivals 2022 Finalist The Work 2022 - Campaign Brief, Asia Pacific Tambuli Awards 2022 Grand Prix, D&AD Awards 2022 Wood Pencil, The One Show 2022 Bronze Pencil, 43rd AWARD Awards Bronze Pencil, AdFest 2022 Gold, Silver & Bronze, Spikes Asia 2022 Integraded Spike & Silver, One Asia Creative Awards 2022 Silver & Bronze Pencil, London International Awards (LIA) 2021 Grand Lia, Gold & Bronze.
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022 Bronze, Clio Awards 2022 Bronze, New York Festivals 2022 Finalist The Work 2022 - Campaign Brief, Asia Pacific Tambuli Awards 2022 Grand Prix, D&AD Awards 2022 Wood Pencil, The One Show 2022 Bronze Pencil, 43rd AWARD Awards Bronze Pencil, AdFest 2022 Gold, Silver & Bronze, Spikes Asia 2022 Integraded Spike & Silver, One Asia Creative Awards 2022 Silver & Bronze Pencil, London International Awards (LIA) 2021 Grand Lia, Gold & Bronze.
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022 Bronze, Clio Awards 2022 Bronze, New York Festivals 2022 Finalist The Work 2022 - Campaign Brief, Asia Pacific Tambuli Awards 2022 Grand Prix, D&AD Awards 2022 Wood Pencil, The One Show 2022 Bronze Pencil, 43rd AWARD Awards Bronze Pencil, AdFest 2022 Gold, Silver & Bronze, Spikes Asia 2022 Integraded Spike & Silver, One Asia Creative Awards 2022 Silver & Bronze Pencil, London International Awards (LIA) 2021 Grand Lia, Gold & Bronze.
Challenge
With thousands of disease-related charities competing for donations, how do the public decide who to help?
Solution
‘Disease Dilemmas’ puts Australians in the uncomfortable position of trying to choose who they’d donate to. Each execution challenges users to think, interact and ultimately donate to the Garvan Institute, whose genomics research can help them all.
Results
87m impressions, $1.1m earned media value, +61% website traffic, $19m donations in campaign period.
Website
diseasedilemmas.org
Awards & Recognition:
Cannes Lions 2022 Bronze, Clio Awards 2022 Bronze, New York Festivals 2022 Finalist The Work 2022 - Campaign Brief, Asia Pacific Tambuli Awards 2022 Grand Prix, D&AD Awards 2022 Wood Pencil, The One Show 2022 Bronze Pencil, 43rd AWARD Awards Bronze Pencil, AdFest 2022 Gold, Silver & Bronze, Spikes Asia 2022 Integraded Spike & Silver, One Asia Creative Awards 2022 Silver & Bronze Pencil, London International Awards (LIA) 2021 Grand Lia, Gold & Bronze.
The Process
1. Research
During the research phase, we looked into different campaign sites around the world for good cause and learnt from the bests.
2. IA
The information architecture was simple. Our primary goal was to get users to engage with the stories and ultimately leads donations. This short journey all happens on the homepage.
3. Wireframes
Based on the minimalist design heuristic, our microsite is simple but tells every story.
4. UI Design and Development
UI Design and development managed by our colleagues at Isobar.
ATL channels drive traffic to the campaign website
Credits: Jon Foye, Oskar Westerdal, Dutchy Baart, Alanna Rados
Selected Works
QuickBooks - Everyday HeroesCreative Direction
Qantas Frequent FlyerCampaign
Toyota Retail CampaignsArt Direction
Lifetime of AdvantagesArt Direction
Tea Drop Ecommerce SiteCreative Direction / UX and UI Design
NRMA Road Smart Kids AppCreative Direction / UX and UI Design
Maccas Build Our Next BurgerCreative Lead / Art Direction
Samsung StadiumArt Direction / UX Lead
Samsung Experiene Store AppDesign Lead
BT Super VideosArt Direction
Atari Tomb Raider ChallengeDesign Lead