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Our brief required us to present ABSA as the leading financial services brand in terms of creativity, design and innovation – using their Design … Read More
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. Our 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. We decided to position ABSA to original thinkers, as the only sponsor of the Design Indaba that understands the economic value of imagination. Thus, the 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 creativity. Read Less
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The ABSA Idea Bank

Our brief required us to present ABSA as the leading financialservices brand in terms of creativity, design and innovation – using theirDesign Indaba sponsorship as a platform.Ourmain problem was that people couldn’t understand the relationship betweenABSA and the Design Indaba. How can a bank be creative? Our audience was primarily creatives ofthe advertising industry who were completely desensitized to brandedcommunications. We realized that there was no way we could use traditionaladvertising to communicate our message in a believable way, so we didn’t.

Wedecided to position ABSA to originalthinkers, as the only sponsor of the Design Indaba that understands theeconomic value of imagination.

Thus, theABSA Idea Bank: an online virtual experience that encouraged, captured andsharpened ideas in a community of creative thinkers, and prevent them frombeing lost in the daily creative process. The Idea Bank would also function asa platform for ideas to literally be invested in, which further links ABSA tocreativity.
This project was created by:

Mishka Naidoo - Art Direction
Jenny Coulson - Copywriter
Kyle Brummer - Multimedia Design
Zuki Ndingaye - Brand Strategist
Justin Nothling - Brand Strategist
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