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
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan Johannesburg
Art Director Almarie Stander, Sergio Ines Johannesburg
Copywriter Theo Egbers
Photographer David Prior
Account Supervisor Helen Christoforou
Released February 2010

Credits & Description

Category: Publications
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)
Media placement: Print - 2 Elements & Diary - SA Arts Diary 2010 - 04 January 2010

Describe the challenges and key objectives
As part of the sponsorship we were given the opportunity to take over a popular arts diary - to promote the 2010 Absa L'Atelier Art Competition and it's theme, 'Creativity Takes Courage'. Our main objective was to increase the entries into this year's competition.

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
We took over a popular arts diary, directly targeting the artist with interesting and provocative executions. When the diary is first opened, an Eiffel Tower pops up, bringing to life the competitions prize – a six-month stay in Paris. The bookmark constantly reminds people of our theme: at first it might look like a paintbrush, but when flipped it becomes a bloody knife. Finally, the print on the back page featured an artist who showed the ultimate courage by tattooing our theme, 'Creativity Takes Courage', onto her head. The executions become a daily reminder of the competition, it’s prize and our clients appreciation of the arts.

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 ever before. No mean feat considering that there is already high awareness of this competition amongst the country’s limited art fraternity.