72 Hours

We needed to

Develop Absa’s current position as one of the foremost supporters of arts in South Africa by leveraging Absa’s Design Indaba sponsorship and demonstrate how Absa is using the latest technology to be more youthful in their communications.

We did

In celebration of 72 Hours of Creativity (Design Indaba’s three day period), we called on the creative community to submit a ‘moment of creativity’. Submissions could take the form of an image, video or written word.

These inspired moments lived on a microsite with a data visualisation interface where users could view content according to a timeline, by category or by thumbnail view.

We used this same content as the visual driver behind the Absa branded installations at the Design Indaba event. These included digital walls displaying random sequences of inspired moments interjected by branded videos with calls to action, a digital countdown clock that ticked down the time remaining of the event and Apple Mac stations that were installed for participants to upload their creative moments at the event.

A campaign with legs

On the ground we made use of roaming photographers who snapped creatives at the event. They were then handed a card with instructions and a unique code to access their photo on the microsite.

Upon upload, all submissions were displayed 'live' to the website and digital walls at the event – making heroes of the creatives concerned and celebrating creativity in a bold and public way. During the event, creatives were also rewarded for their efforts with iPads, Apple accessories and other great prizes.

The campaign was launched three days prior to the event and ran for 72 hours.