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
Executive Creative Director Thomas Cullinan Johannesburg
Art Director Almarie Stander, Sergio Ines Johannesburg
Copywriter Theo Egbers
Account Supervisor Helen Christoforou
Released February 2010

Credits & Description

Category: Digital Design – Websites & Online Advertising
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))
Account Manager: Franki Robinson (The Jupiter Drawing Room (South Africa))
Account Supervisor: Helen Christoforou (The Jupiter Drawing Room (South Africa))
Managing Director: Jasper Bowditch (You&me)
Media placement: Website - The Web - 04 January 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. Our site could also not be too big, as Internet capabilities in our country are not as sophisticated as other parts of the world. So, all the information, all the interactivity, less megabytes.

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. For the web, they wanted a place artists and art enthusiasts could visit to get information on the competition, see the L’Atelier Gallery, find out more about our campaign and interact with other artists.

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. When it came to web activation, we needed to keep the viewer entertained at all times. To do this we created a piece of art that anyone could explore. And, it was through exploration of the site that visitors could find our more about the competition including entry dates, past winners and other rules. They could also see other elements from our campaign, all our artwork, the art films we created and more. finally, they could check out the L’Atelier Gallery, with artworks from previous years on full display. The site became a unique and interesting way to promote the L’Atelier Arts Competition.

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.