CREATIVITY TAKES COURAGE by The Jupiter Drawing Room South Africa for Absa Bank

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Industry Banking, Banking & Financial Services, Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan
Art Director Almarie Stander, Sergio Ines Johannesburg
Copywriter Theo Egbers
Account Supervisor Helen Christoforou
Released January 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: ABSA BANK
Date of First Appearance: Jan 4 2010 12:00AM
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))
Account Manager: Franki Robinson (The Jupiter Drawing Room (South Africa))
Account Supervisor: Helen Christoforou (The Jupiter Drawing Room (South Africa))
Media placement: Print - Pop-Up - SA Arts Diary 2010 - 04 January 2010

Describe the brief/objective of the direct campaign.
The Absa L’Atelier art competition is open to anyone between the ages of 21 and 35, and is currently celebrating its silver anniversary, 25 years supporting the arts. We wanted to show the artists that we understand what it means to be an artist, and what it takes to put yourself out there for all to see. It really does take courage. We used Henri Matisse’s line, “Creativity Takes Courage”, as inspiration for our through-the-line campaign, which included several direct response executions.

Explain why the creative execution was relevant to the product or service.
Paris is known throughout the world as THE place all artists must visit. The Competition gives one artist, every year, the opportunity to live and work there for 6 months. Our execution reminds all artists of this, every time they open their diaries.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To promote the L’Atelier arts competition, we took over a popular arts diary and produced three pieces of work asking people to enter this years running. The pop-up Eiffel Tower execution was placed in a popular arts diary, and promoted the competitions prize – a 6-month stay in Paris. We wanted to surprise artists, not only by the pop-up Eiffel Tower but also the fantastic prize. The L’atelier Art Diary was distributed in various ways. The biggest was as part of a bag drop to the Design Indaba 2010 delegates in there delegate packs. Other diaries were handed out to influential people in the south African Art community.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Our ultimate goal was to increase this years entries into the 2010 Absa L’Atelier arts competition. This year’s entries to the L’Atelier rose by 7%. No mean feat considering that there is already high awareness of this competition amongst the country’s limited art fraternity.