AFRICA CONFERENCE 2009 by DraftFCB Cape Town for Draftfcb

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AFRICA CONFERENCE 2009

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market South Africa
Agency DraftFCB Cape Town
Executive Creative Director Glynn Venter
Copywriter Jason Wiltshire
Illustrator Werner Boshoff
Released March 2009

Credits & Description

Category: Self Promotion
Advertiser: DRAFTFCB
Product/Service: ADVERTISING AGENCY
Agency: DRAFTFCB CAPE TOWN
Date of First Appearance: Mar 20 2009 12:00AM
Entrant Company: DRAFTFCB CAPE TOWN, SOUTH AFRICA
Executive Creative Director: Glynn Venter
Art Director: Werner Boshoff
Illustrator: Werner Boshoff
Copywriter: Jason Wiltshire
Media placement: Suitcase With Stationery - Conference Venue - March 2009 – April 2009
Media placement: Branded Water Bottles - Conference Venue - March 2009 – April 2009
Media placement: Punched Out Clock - Conference Venue - March 2009 – April 2009
Media placement: Laser-Cut Award Certificate - Conference Venue - March 2009 – April 2009
Media placement: Midnight Snack Boxes - Conference Venue - March 2009 – April 2009
Media placement: Pull-Up Banners - Conference Venue - March 2009 – April 2009
Media placement: Bamboo USB Sticks - Conference Venue - March 2009 – April 2009
Media placement: Branded Ties - Conference Venue - March 2009 – April 2009
Media placement: Branded Notepads - Conference Venue - March 2009 – April 2009
Media placement: Laser-Cut Stamps - Conference Venue - March 2009 – April 2009

Describe the challenges and key objectives
Our brief was clear and so were our objectives. We had to meet expectations in improving the attendance of the 2009 African network conference. We had to package and celebrate the network’s success. We had to approach it in a holistic manner. But most importantly for us, all objectives were underpinned by one larger challenge – to execute the creative experience in such a way that made our celebration of success unique in its own way.

Describe the brief from the client
Our brief for this creative exercise was clear and concise: increase the attendance of the 2009 African network conference, especially for creative and managerial EXCO. More fundamentally, package and celebrate the agency’s success in the fiscal year 2008/2009, bearing the holistic nature of a conference experience in mind.

Describe how you arrived at the final design
In one word, our task was challenging. However, a single insight guided our thinking and led to our creative solution. A single insight that was in itself quite simple: the African network is an incredibly proud network. Thus, in order to celebrate the group’s success in a uniquely proud way, we chose to package the conference in a uniquely African way. A way that weaved fundamental African icons each into one another to create a wallpaper treatment that illustrated the agency’s success as both proudly African and organic. A treatment that was then applied to all conference touchpoints.

Give some indication of how successful the outcome was in the market
Compared to 2008 attendance figures, the 2009 conference attracted 35% more delegates, both within the agency and amongst blue-chip clients. Moreover, the rate of response increased by 70% with delegates confirming their attendance within the first few days of our digital invites being sent.