CREATIVITY TAKES COURAGE by The Jupiter Drawing Room South Africa for Absa Bank

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CREATIVITY TAKES COURAGE

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Industry Banking, Business equipment & services, Corporate Image
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Director John Trengrove
Executive Creative Director Thomas Cullinan Johannesburg
Art Director Almarie Stander, Sergio Ines Johannesburg
Copywriter Theo Egbers
Photographer David Prior
Account Supervisor Helen Christoforou
Editor Gordon Midgeley
Released February 2010

Credits & Description

Category: Small Scale Corporate Identity Schemes
Advertiser: ABSA BANK
Product/Service: ANNUAL ART COMPETITION SPONSORSHIP
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 4 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Entry URL: http://latelier.you2me.co.za/
Chief Creative Officer: Graham Warsop (The Jupiter Drawing Room (South Africa))
Executive Creative Director: Thomas Cullinan (The Jupiter Drawing Room (South Africa))
Art Director: Sergio Ines (The Jupiter Drawing Room (South Africa))
Copywriter: Theo Egbers (The Jupiter Drawing Room (South Africa))
Art Director: Almarie Stander (The Jupiter Drawing Room (South Africa))
Print Producer: Tonia Scott (The Jupiter Drawing Room (South Africa))
TV Producer: Chloe Saunders (The Jupiter Drawing Room (South Africa))
Art Buyer: Adrienne Du Plooy (The Jupiter Drawing Room (South Africa))
Account Manager: Franki Robinson (The Jupiter Drawing Room (South Africa))
Account Supervisor: Helen Christoforou (The Jupiter Drawing Room (South Africa))
Photographer: David Prior (Freelance)
Director: John Trengrove (Bouffant)
Editor: Gordon Midgeley (Riot)
Director of Photography: Rob Wilson (Freelance)
Sound Engineer: Dave Harris (Frequency)
Managing Director: Jasper Bowditch (You&me)
Media placement: Website - The Web - 04 January 2010
Media placement: Print - 2 Elements & Diary - SA Arts Diary 2010 - 04 January 2010
Media placement: Expo Activation - Tattoos - Design Indaba 2010 - 26 February 2010

Describe the challenges and key objectives
The competition has been running for 25 years now and is very well known within the arts fraternity. Our main challenge was increasing the entries for a competition that is so well supported. The call for entries had to be fresh, dynamic and attractive. Each element needed to speak to the competitions proud heritage and the artist’s integrity.

Describe the brief from the client
Our client wanted to increase entries into the 25th Absa L’Atelier Arts Competition. The competition is open to anyone between the ages of 21 and 35. Absa are proud supporters of art in the country and hold the largest collection of South African art.

Describe how you arrived at the final design
Our design was based on two things. The competitions silver anniversary and the need to inspire artists to enter. Each piece had to sit comfortably within the campaign but also speak to all the factors such as entry forms, prize information and everything else. We paid homage to the 25 years of the arts competition with silver foiling, intricately designed logos and other unique collateral. Each piece is purposefully designed with “the artist” in mind, from the entry form you have to tear, to the pop-up Eiffel Tower advertising the competitions prize. it’s a complete, 360˚ campaign with the art of design at the centre.

Give some indication of how successful the outcome was in the market
This year, the entries for the competition reached a record high, more than they’ve ever had over the 25 years - No mean feat considering that there is already high awareness of this competition amongst the country’s limited art fraternity.