RE-IMAGINE CONCRETE by The Jupiter Drawing Room South Africa for Ppc Cement

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RE-IMAGINE CONCRETE

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Tom Cullinan
Creative Director Tim Beckerling
Art Director Brendan Ho Yong, Marchand Ebersohn
Copywriter Shane Geffen
Released April 2013

Credits & Description

Advertiser: PPC CEMENT
Agency: THE JUPITER DRAWING ROOM
Category: Dimensional Mailing
Advertising campaign: RE-IMAGINE CONCRETE
Chief Creative Officer: Brad Reilly (The Jupiter Drawing Room Johannesburg)
Production Manager: Manuel Cardoso Lopes (The Jupiter Drawing Room Johannesburg)
Creative Director: Tim Beckerling (The Jupiter Drawing Room Johannesburg)
Executive Creative Director: Tom Cullinan (The Jupiter Drawing Room Johannesburg)
Art Director: Brendan Ho Yong (The Jupiter Drawing Room Johannesburg)
Art Director: Marchand Ebersohn (The Jupiter Drawing Room Johannesburg)
Copywriter: Shane Geffen (The Jupiter Drawing Room Johannesburg)

Client Brief Or Objective
Much has changed since the inception of the Annual PPC Cement Young Concrete Sculptor Awards competition 21 years ago. Now that concrete is being embraced by artists, designers and inventors alike, our challenge was to increase the number of entries into this year’s YCSA competition. We had to get people seeing concrete as a medium with uses beyond sculptures.

Execution
The cement clock represents the functional re-imagineering we were asking entrants to incorporate into their art. It also signified that time was counting down to the entry date, as these sculptures require a lot of thought, planning and consideration. The medium used was PPC cement, showing that if entrants applied their minds to this versatile product, they could create something out of the ordinary.

Implementation
Artists have traditionally entered the YCSA with only aesthetic applications of concrete. This year, we introduced a new category: Functional art, asking people to REIMAGINE, RETHINK and RECREATE. As part of our entry form direct mailer to universities, we included a stylish cement clock as an example of the type of work that could be created for the new category.

Outcome
The introduction of this new category has had an enormous effect on the competition. 2012 saw a 57% increase in entries on the year before and the awards gala itself enjoyed a 44% greater turn out. The new Functional Art category received over 55% of all entries and saw artists pushing the boundaries by creating jewellery, furniture, coffee machines and other electronics.