José Pedro Bortolini //////////////////////// Creative Art Director


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HABITAT FOR HUMANITY
The Dissolving Poster


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In tropical countries like Brazil, it rains all year round. That means lots of standing water and breeding sites for the Aedes aegypti mosquito, the transmitter of many fatal diseases, such as Zika, Dengue, Chikungunya and Yellow Fever. Especially in the poorest regions and difficult areas to approach, like the favelas.

Habitat, a NGO that helps millions of families around the world to live in more suitable homes, decided to reach those places and do something about those outbreaks.

So, instead of a simple awareness campaign, we created special posters that dissolve in the rain, releasing a powerful larvicide that kill the mosquitoes before they hatch. 

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Bacillus thuringiensis serotype israelensis (BTI) in the composition of the posters, mixed with a organic glue, biodegradable ink and large sheets of rice paper. This way, the posters are safe to animals, the environment and people.

One single poster protects 200 liters of water and lasts up to 60 days.

But what if it doesn't rain? The poster, in dry conditions, can still be effective for up to 2 years. All is needed to activate the BTI is just a little bit of water. And, during dry weather, the poster have messages of awareness and tips to help residents to avoid the mosquitos.

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We invited upcoming brazilian artists, who happen to live in the outskirts of big cities, to help with the illustrations, so the posters could really speak to the people in those communities.

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We developed a special typography for this project, inspired by brazilian grafitti, which is called “pixo”. 

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-----------//Cannes Lions//
                 Bronze // Health 
                 Shortlist // Innovation 
                 Shortlist // Sustainable Development Goals
                 Shortlist // Health

-----------//D&AD//
                 Graphite Pencil // Media - Use of Press & Outdoor
                
Shortlist // Experiential - Out of Home

-----------//CLIO Awards//
                 Gold // Out of Home - Health & Wellness

-----------//One Show//
                 Merit // Innovation - Health & Welness
                 Merit // Out of Home - Health & Welness

-----------//New York Festival//
                 First Prize// Outdoor - Best Use
                 Second Prize// Positive World Impact - Public Service
                 Third Prize// Avant Guarde - Innovative

-----------//Epica Awards//
                 Gold // Public Interest - Health & Safety

-----------//Wave Festival//
                 Gold // Innovation in Outdoor

-----------//El Ojo de Iberoamerica//
                 Silver// Media 
                 Silver // Sustainability


-----------//Lürzer's Archive//
                 2019 // Book 1

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art direction: Vitor Prado / José Pedro Bortolini / Guives Leal
copywriting: Chico Lucas / Fillipe Abreu / Américo Vizer
creative direction: Daniel Schiavon / Rodolfo Barreto / Erh Ray

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film production: Trator Filmes
director: 2 Vilão
sound: Canja Audio Culture
illustrations: Puga Menezes / Duas Coletivo / Feik / Ricardo Celio
type & letterings: José Pedro Bortolini / Vitor Prado / Guives Leal
technology: Tank Produções

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