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

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

Credits & Description

Category: Best Low Budget Campaign
Advertiser: ABSA BANK
Date of First Appearance: Jan 4 2010 12:00AM
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))
Print Producer: Tonia Scott (The Jupiter Drawing Room (South Africa))
TV Producer: Chloe Saunders (The Jupiter Drawing Room (South Africa))
Art Buyer: Adrienne Du Plooy (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))
Photographer: David Prior (Freelance)
Director: John Trengrove (Bouffant)
Editor: Gordon Midgeley (Riot)
Director of Photography: Rob Wilson (Freelance)
Sound Engineer: Dave Harris (Frequency)
Managing Director: Jasper Bowditch (You&me)
Media placement: Non-Broadcast Films - 4 Spots - Design Indaba 2010 - 26 February 2010
Media placement: Print - 2 Elements & Diary - SA Arts Diary 2010 - 04 January 2010
Media placement: Website - The Web - 04 January 2010
Media placement: Expo Activation - Design Indaba 2010 - 26 February 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.
We targeted the artists themselves, in a publication they will use for the whole year and left constant reminders of this years L’Atelier competition. Absa appreciates art in any form and is proud of its association with art in our country, after all, they hold the biggest collection of South African art in the world. In addition, 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. First we produced a print execution with a difference, where a pop-up Eiffel Tower constantly reminds people of the prize, a 6-month stay in Paris. We then took the bookmark, which at first looks like a paintbrush, but turn it around and it becomes a bloody knife. Finally, we produced 4 more print executions, featuring the four artists we documented.

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.
We connected with artists on a very personal level, not as a bank, but as a patron of the arts. So much so, that 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.