DESIGN INDABA 11 - CREATIVITY CAN:

Design Indaba is an international design conference and expo attended by some of the world’s best creatives, business people, and the public. Our campaign for Design Indaba 11 was all about the power of creativity - how creative thinking can turn a seemingly useless object into something of value.

Work done while working for the Jupiter Drawing Room Cape Town.

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For the direct mail component of the campaign, we took the traditional mailed poster tube and showed how a commonplace item can be used to create something extraordinary.
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Once read, magazines are seldom retained and can quite easily turn into rubbish. Magazines were wrapped with belly-bands showing readers that the power of creativity can even put hundreds of pages of discarded editorial to good use.
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The campaign was extended to wherever we could prove to people that creative solutions can make the world a better place. In the dining hall outside the Design Indaba conference, we presented the ideas of a number of creative people who turn the rubbish that would be left behind after a meal into something we can use.
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For the conference program design three different covers were designed that showed how various “useless” materials (old jeans, dung and alien vegetation) could, with some creative thinking, be used to create something new and useful. This served as a hands-on, tactile demonstration of the core campaign thought.