Absa Bank Promo 72 HOURS OF CREATIVITY by The Jupiter Drawing Room South Africa

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72 HOURS OF CREATIVITY

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR
Market South Africa
Agency The Jupiter Drawing Room South Africa
Executive Creative Director Pierre Odendaal Johannesburg
Creative Director Rajesh Ranchod Johannesburg
Art Director Julie Thorogood Johannesburg, John Withers Johannesburg
Copywriter Thembalethu Msibi Johannesburg, Theo Egbers Johannesburg
Released January 2011

Credits & Description

Category: Best Sponsorship or Partnership Campaigns
Advertiser: ABSA BANK
Product/Service: SPONSORSHIP OF THE 2011 DESIGN INDABA
Agency: THE JUPITER DRAWING ROOM (SOUTH AFRICA)
Date of First Appearance: Jan 3 2011
Entrant Company: THE JUPITER DRAWING ROOM (SOUTH AFRICA), Johannesburg, SOUTH AFRICA
Entry URL: http://www.absa72.co.za
Chief Creative Officer: Brad Reilly (The Jupiter Drawing Room (South Africa) Johannesburg)
Executive Creative Director: Pierre Odendaal (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Thembalethu Msibi (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Director: John Withers (The Jupiter Drawing Room (South Africa) Johannesburg)
Copywriter: Theo Egbers (The Jupiter Drawing Room (South Africa) Johannesburg)
Art Director: Julie Thorogood (The Jupiter Drawing Room (South Africa) Johannesburg)
Account Director: Natalie Little (The Jupiter Drawing Room (South Africa) Johannesburg)
Creative Director: Rajesh Ranchod (The Jupiter Drawing Room (South Africa) Johannesburg)
Media placement: Print - Strategic Marketing; Journal Of Marketing; Mahala Magazine; Design Indaba Magazine; & Advantage Magi - 3 January 2011
Media placement: Press - Mail & Guardian Newspaper - 18 February 2011
Media placement: Web Banners - Web - 19 To 25 February 2011
Media placement: Website - Www.absa72.co.za - 19 February To Present
Media placement: Memory Stick Wall - Design Indaba Event 2011 - 23 To 25 February 2011
Media placement: Stickers - Design Indaba Magazine - 23 To 25 February 2011

Describe the objective of the promotion.
To generate awareness of, and promote Absa Bank’s sponsorship of the 2011 Design
Indaba, the worlds biggest design conference, which runs over three days. Over 2000
creative minds attend, including international speakers, designers, architectures and
creatives from all over the world.

Describe how the promotion developed from concept to implementation.
We created the “72 Hours of Creativity”, an activation for delegates attending the Design
Indaba who were asked to submit videos, images and messages into the biggest digital
art piece ever at a single event. As a call to entry to everyone attending, we developed
a website, created stings and viral videos, commissioned 6 artists to create work,
published a 72-hour notebook and took over several publications with our message,
both online and in print.

Explain why the method of promotion was most relevant to the product or service.
We asked creative’s to be creative, giving them the tool to decide how the art piece will
look. We inspired everyone attending to collaborate, bringing their minds together to
creatively make this happen. And best of all, it wasn’t coming from a bank, it was coming
from a place of creativity.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The Design Indaba became the “72 Hours of Creativity”, with many delegates believing
that to be its theme. In 3 days, Over 7000 videos, messages and pictures were
submitted, helping to create the art piece and associate Absa Bank as a keen supporter
of creativity, in all its forms.