Jupiter Drawing Room Cape Town creative director Joanne Thomas says, “Design Indaba 9’s campaign had to convey one thought across all the communications, that design and creativity have the ability to become major players in our future economy. To dramatise this through a 60 second commercial we used the universal language of money as a visual reference for all Design Indaba 9 work.”
The concept of idea or design ‘currency’ has been taken into the graphic world of a bank note, and tells the story of an idea of a design and the influence it can have on the economy.
Set against the back drop of a South African bank note, and utilising images that one would expect to find on a fifty or a one-hundred Rand note, the viewer is taken through a graphical representation of the different stages an idea can impact and create opportunity for millions.
Ravi Naidoo, Founder of the Design Indaba says, “The real benefit of the ad is that it takes the concept of the B2B print campaign and gives it popular appeal – it makes the concept accessible to the layman – which is important in the advocacy work we do for design in South Africa.”