IF YOU THINK IT, WE'LL PRINT IT by TBWA\Hunt\Lascaris Johannesburg for E-Graphics

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IF YOU THINK IT, WE'LL PRINT IT

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Industry Business equipment & services
Media Design & Branding
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Executive Creative Director Damon Stapleton
Copywriter Mike Vines
Producer Craig Walker, Sienne Economou
Photographer Mari Keyter, Lucas Mathebula
Illustrator Julian Dall
Released April 2011

Credits & Description

Category: Self Promotion
Advertiser: E-GRAPHICS
Product/Service: INNOVATIVE PRINT SOLUTIONS
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Date of First Appearance: Apr 1 2011
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Executive Creative Director: Damon Stapleton (TBWA\HUNT LASCARIS JOHANNESBURG)
Creative Director/Art Director: Adam Weber (TBWA\HUNT LASCARIS JOHANNESBURG)
Creative Director/Art Director: Justin Wright (TBWA\HUNT LASCARIS JOHANNESBURG)
Copywriter: Mike Vines (TBWA\HUNT LASCARIS JOHANNESBURG)
Photographer: Mari Keyter/Lucas Mathebula (TBWA\HUNT LASCARIS JOHANNESBURG)
Producer: Craig Walker (E-GRAPHICS)
Producer: Sienne Economou (OSMOSIS)
Illustrator: Julian Dall (FREELANCE)
DTP: Robert Mackenzie (TBWA\HUNT LASCARIS JOHANNESBURG)
Media placement: Ambient Decals - Client offices and public spaces around Johannesburg - 1 April 2011

Describe the brief from the client
E-GRAPHICS is a production and marketing company with offices across the world.
They pride themselves in delivering highly innovative bespoke solutions.

In a fiercely competitive print industry, E-GRAPHICS needed a boost in orders and wanted to demonstrate to existing and potential clients what they're capable of.

They wanted some street cred back.

Describe the challenges and key objectives
The target audience viewed print as less exciting when compared to new developments in digital, content and CGI technology.
We needed to try and change this perception.

We also wanted to remind our audience that print can not only be impactful, but cost-effective too.

Describe how you arrived at the final design
To demonstrate every production process and print solution would be very costly and time-consuming.
We needed way to show everything we could do, without actually doing it.

We printed die-cut, low tack decals that resembled a turned-up corner of a page. When applied to a surface, it created the illusion that the entire surface had been printed by E-GRAPHICS.
The turned-up corner decal carried the bold message “We can print this” along with the E-GRAPHICS logo and web address.
We printed these in many different sizes and applied them to all sorts of surfaces.
It was a simple and cost-effective way to 'own' a surface and the more interesting or creative the surface, the better our message.

Give some indication of how successful the outcome was in the market
The decals, plus the visual illusion they created, impressed current and possible clients.
We truly demonstrated an innovative print solution and created some excitement around the print medium.

We were able to 'take over' and create huge impact at our client's offices.
Plus, our phone number and web address was stuck all over their work place.

Images of the decals and the campaign story were uploaded onto websites such as www.streetword.co.za, where they received 1956 hits in the first day alone.