As a group, we were to increase ABSA’s internal sponsorship awareness by the end of 2012. To demonstrate ABSA’s relevance to the design community before the 2012 indaba, by producing interactive activations that increase awareness. Invite consumers to live the ABSA brand. To create a memorable experience through innovative and creative activations representing ABSA’s brand attitude. To communicate and help consumers experience ABSA’s new brand promise.
The creative challenge was that people attending the Indaba don’t see the relevance of ABSA being at the Expo as they are a bank and have no real purpose to be there. Our main objective was to make ABSA relevant and pushing the idea that ABSA supports a networking platform for creatives.
Who are the Young Fun Rubix?
Young Fun Rubix (YFR) is a full service design agency. We regard ourselves as being a new model agency that is proudly South African, where creativity is at the heart of our business. We work on systems and process put in place to ensure “creative logic” is at the core of every brief we take on. This allows us to incorporate creative design with strategic marketing which develops big ideas and delivers success.
The visual identity formed around the concept of 6 degrees is in line with ABSA’s desaturated look and feel, it also gives off a very clean monochrome look that is very popular in emerging trends, the simple and sleek look gives the visual identity a youthful feel. The contrasting colour in the visual identity is the rich red that is incorporated inside the letter 6, the red breathes life into the monochrome as the color represents energy and virility and this reinforces the idea of ABSA, strengthening and energizing the design Indaba, the Indaba itself can be seen as the monochrome and the color red can be seen as ABSA.
The concept that was decided on for the Design Indaba 2012 is “6 Degrees of togetherness.” This is based on the imperative element identified through thorough research which is networking. Networking is “A group or system of interconnected people or things.” Our concept is based on the theory of 6 degrees of separation; this refers to the idea that everyone is at maximum six handshakes away from each other, which again emphasizes the idea of networking.
The concept also aligns itself to our agency composition, where we are made up of six specializations being: Visual Communications, Multimedia Design, Copy writing, Brand Strategy, Public Relations and Strategic Advertising. We felt that it was appropriate due to the nature of the Design Indaba as it is a Mecca for meeting and rubbing shoulders with knowledgeable delegates. ABSA strengthens the platform that the Design Indaba has produced for creative’s and designers to network. This is done through financial support, a crucial element in making the Indaba happen.
6 Degrees of togetherness also aligns itself with ABSA’s message of “Today, Tomorrow, Together” / “Better Together”.
Executions// Print advertisement: The print ads are inspired by an artist called Katie Lewis. The main picture on the advert is of a South African map constructed by the use of pins, cotton and mounted on cardboard. We made use of white pins that represent the main cities of South Africa and the population that exists within each city. The red cotton strung around the pins represents ABSA strengthening the networking platform that is the Design Indaba. Networking is one of the key factors of the Design Indaba, and is most appropriate amongst the delegates. This is in line with the concept that is to be rolled out for the 2012 Indaba, the concept of 6 Degrees of Togetherness. Copy that is to be used on the advert is simple and to the point, stating the main facts of the Indaba, i.e. 29 February 2012, at the CTICC. The print advertisement can be placed in the magazine before the Design Indaba, to create hype around event. Placement is key in this instance, to maximize reach of the right target audience. The Design Indaba magazine is the chosen medium from which to place our advertisement. This can be bought from any book shop, such as Exclusive books or CNA. To create these print adverts, we had to create wire art using pins and cotton, below is what the final art piece looked like. This was created by Robyn Lategan. Competition Poster:
A2 posters will be put up around all three Vega campus`- Johannesburg, Durban and Cape Town. These will be put up at the beginning of the fourth term which will commence on the 26th of September. This will give the students five months to complete the networking project. The use of bold, clean imagery and eye catching font will explain all the details of this independent competition. It will also be visually appealing to young creative students.