DESIGN FIGHTS by The Jupiter Drawing Room South Africa for Absa Bank

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DESIGN FIGHTS

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Industry Banking, Business equipment & services, Corporate Image
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Thomas Cullinan Johannesburg
Art Director Sergio Ines Johannesburg
Copywriter Aviv Weil Johannesburg
Producer Helen D'hotman
Account Supervisor Franki Robinson
Released February 2010

Credits & Description

Category: Ambient: Stunts & Live Advertising
Advertiser: ABSA BANK
Product/Service: DESIGN INDABA 2010 SPONSORSHIP
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Executive Creative Director: Thomas Cullinan
Copywriter: Aviv Weil
Art Director: Sergio Ines
Account Supervisor: Franki Robinson
Producer: Helen D'hotman
Other Credits: Production House Game: Wicked Pixels
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA

Description of Ambient execution
We were challenged to demonstrate Absa bank’s support of and relevance to the design community, and at the same time, increase Absa bank’s brand awareness as a sponsor of Design Indaba, the world’s leading design conference, amongst the designers in attendance during the 3-day event. We decided to speak to designers on their level in a fun, interactive and innovative way that broke form the clutter of the other sponsors’ messaging and demonstrate that although great design doesn’t come easy, with Absa bank’s support one can overcome any obstacle. We created Design Fights. The arcade game giving designers the chance to defeat the obstacles standing in the way of great design. Fight the client, the deadline, the budget, technology and even your own self-doubt in the name of creativity while collecting Absa bank logos along the way to power up for your next opponent. Gaming installations were created for various conference areas targeting designers and were heavily branded and promoted throughout the conference center, offering prizes for the highest scorers. The game was played using wireless controllers and on 2.5 meter wide plasma screens complete with surround sound. To play, designers had to sign in using their contact details, giving us a tally of database leads. The game immediately connected with the designers. 540 individual games were played over the 3-day event period.The campaign garnered attention on radio, in print and on the web. Absa bank’s brand awareness as a sponsor of Design Indaba was the highest it’s ever been on record.