The ABSA Idea Bank
Our brief required us to present ABSA as the leading financial
services brand in terms of creativity, design and innovation – using their
Design Indaba sponsorship as a platform.
main problem was that people couldn’t understand the relationship between
ABSA and the Design Indaba. How can a bank be creative? Our audience was primarily creatives of
the advertising industry who were completely desensitized to branded
communications. We realized that there was no way we could use traditional
advertising to communicate our message in a believable way, so we didn’t.
decided to position ABSA to original
thinkers, as the only sponsor of the Design Indaba that understands the
economic value of imagination.
ABSA Idea Bank: an online virtual experience that encouraged, captured and
sharpened ideas in a community of creative thinkers, and prevent them from
being lost in the daily creative process. The Idea Bank would also function as
a platform for ideas to literally be invested in, which further links ABSA to