During the Design Indaba Absa created a project called ‘72 hours of creativity’, where people posted their creative ideas. Unfortunately this project only had a life span of 3 days. Our brand challenge group found that this project actually had potential as a sustainable sub-brand for Absa.
Absa Collectic is the creative execution sub-brand of Absa and It’s purpose is to link Absa with the creative and design fields, and provides financial support for creative people to develop their ideas.
When a creative has an idea for a design, but needs a certain amount of money to make it, Absa Collectic, and the help from the community based site, they can post their ideas and how much is needed. Once posted they will have a certain amount of days to achieve 75% of their required amount.
People from the site can donate to the person’s idea and only if the person reaches 75% of what they need, will the money they donate go through and Absa will then give them the remaining 25%.
We created a campaign to launch Absa Collectic at 2012’s Design Indaba, and for the concept for the campaign was ‘Nothing is original’. The idea behind this was to challenge creatives to think of original ideas and not to copy and steal from everyone else.
For this brief we were inspired the most by Paula Scher and Piet Mondrian, since they are seen as two of the most copied creatives.
Art Director: MW van der Walt
Junior Designer: Ljubljana Albertyn
Copy writer: Brittney Cannon
Multimedia: Jodi Smith, Dean Norman
Strategists: Jan-Hendrik van Wyk, Jenette Jurgens, Vida Schiff, Segun Ajayi
