E-Graphics Promo, Case study IF YOU THINK IT, WE'LL PRINT IT by TBWA\Hunt\Lascaris Johannesburg

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IF YOU THINK IT, WE'LL PRINT IT

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Industry Business equipment & services
Media Promo & PR, Case study
Market South Africa
Agency TBWA\Hunt\Lascaris Johannesburg
Art Director Justin Wright, Adam Weber
Copywriter Mike Vines
Producer Craig Walker, Sienne Economou
Photographer Mari Keyter, Lucas Mathebula
Illustrator Julian Dall
Released April 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: E-GRAPHICS
Product/Service: INNOVATIVE PRINT SOLUTIONS
Agency: TBWA\HUNT\LASCARIS JOHANNESBURG
Date of First Appearance: Apr 1 2011
Entrant Company: TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
EXECUTIVE CREATIVE DIECTOR: DAMON STAPLETON (TBWA\HUNT LASCARIS JOHANNESBURG)
CREATIVE DIECTOR/ART DIRECTOR: ADAM WEBER (TBWA\HUNT LASCARIS JOHANNESBURG)
CREATIVE DIECTOR/ART DIRECTOR: JUSTIN WRIGHT (TBWA\HUNT LASCARIS JOHANNESBURG)
COPYWRITER: MIKE VINES (TBWA\HUNT LASCARIS JOHANNESBURG)
PHOTOGRAPHER: MARI KEYTER/LUCAS MATHEBULA (TBWA\HUNT LASCARIS JOHANNESBURG)
PRODUCER: CRAIG WALKER (E-GRAPHICS)
PRODUCER: SIENNE ECONOMOU (OSMOSIS)
ILLUSTRATOR: JULIAN DALL (FREELANCE)
DTP: ROBERT MACKENZIE (TBWA\HUNT LASCARIS JOHANNESBURG)
Media placement: Ambient Decals - Murals & surfaces in public spaces around Johanesburg - 1 April 2011

Insights, Strategy & the Idea
In a fiercely competitive print industry, E-GRAPHICS needed a boost in orders and wanted to demonstrate to existing and potential clients what they're capable of.

Their target audience is mostly within the marketing and advertising industry, but also anyone looking for print and production solutions.

The target audience viewed print as less exciting than the new developments in digital and CGI technology.

The idea was relevant due to it's cost-effectiveness and demonstration of an innovative print solution.

Creative Execution
We printed die-cut, low tack decals that resembled a turned-up corner of a page. When applied to a surface, it created the illusion that the entire surface had been printed by E-GRAPHICS.
The turned-up corner decal carried the bold message “We can print this” along with the E-GRAPHICS logo and web address.

A cost-effective way to 'own' a surface.

The more interesting the surface, the better our message.

Results and Effectiveness
The decals, plus the visual illusion they created, impressed current and possible clients.
We truly demonstrated an innovative print solution and created some excitement around the print medium.

We were able to 'take over' and create huge impact at our client's offices.
Plus, our phone number and web address was stuck all over their work place.

Images of the decals and the campaign story were uploaded onto websites such as www.streetword.co.za, where they received 1956 hits in the first day alone.