THE JUPITER SPIRIT by The Jupiter Drawing Room South Africa for The Jupiter Drawing Room South Africa

THE JUPITER SPIRIT

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Ross Chowles, The Jupiter Staff
Released February 2010

Credits & Description

Category: Self Promotion
Advertiser: THE JUPITER DRAWING ROOM SOUTH AFRICA
Product/Service: ADVERTISING AGENCY
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Feb 24 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Cape Town, SOUTH AFRICA
Executive Creative Director: Ross Chowles & The Jupiter Staff (The Jupiter Drawing Room South Africa)
Media placement: Makarapa Hard Hats - Design Indaba 13 Expo - 24 March 2010

Describe the challenges and key objectives
With South Africa having gone football mad we were no different. However our challenge was to conceptualise a truly unique self-promoting idea, that would stand out from the abundance of South African flag coloured football clutter. Our objective: to position our agency as South Africa’s creative force to be reckoned with.

Describe the brief from the client
2010 in South Africa is all about football and patriotism. It’s the year we host the FIFA World Cup and show the world what we’re made of. In light of this, being a proudly South African design and advertising agency, we decided it the perfect time for self-promotion.

Describe how you arrived at the final design
In South Africa, it’s a football supporter tradition to wear makarapas to matches. A makarapa is a miner’s helmet that has been personally decorated by its wearer to represent the team they support. Inspired by this tradition, we briefed agency staff to decorate their own miner’s helmets, representing what their passion adds to the agency. We exhibited these extraordinary makarapas at South Africa’s premium annual design event, the Design Indaba Expo.

Give some indication of how successful the outcome was in the market
Completely different from the usual World Cup creative executions, the exhibition received media coverage both online and in newspapers. Most importantly, we successfully achieved our objective; being named both ‘Cape Town’s Agency of the Year’ and ‘South Africa’s Agency of the Decade’ at the annual local advertising awards.