Design Indaba: Making #makechange #designindaba
Design Indaba 2015 is upon us and its ad agency, The Jupiter Drawing Room Cape Town, is once again responsible for its advertising and marketing campaign.
This year, the event is encouraging participants to ignite positive change through design. The campaign has taken a back-to-basics approach, encouraging Jupiter’s own creative department to spend less time behind their Macs and more time using their hands to create something that feels tangible. Using paper as a base, all the creative elements of the campaign have been crafted painstakingly by hand.
“If we wanted to inspire people to #MAKECHANGE, it needed to appear as simple as possible for them to do so,” says Joanne Thomas, executive creative director of design at Jupiter. “To do this, we chose paper as the base to bring our visuals to life and gave the campaign a very ‘hands on’ feel. We wanted people to almost imagine the illustrations being created on someone’s desk somewhere — which they were — by hand.”
We take a behind-the-scenes look at the Design Indaba 2015 creative campaign.
Joanne Thomas: There’s a movement taking place at the moment. This desire to take matters into our own hands and help someone or change something for the better. To find our own creative solutions to the problems our society is faced with daily that ignite positive change in this world. Lasting change.
These acts of design ‘activism’ don’t necessarily cost a lot of money. They don’t always require a lot of planning or even huge amounts of energy. In a lot of cases the designer isn’t even a designer, and this is the message we want to share.
That you can use creativity to put a smile on someone’s face, to pretty up a street, uplift a community, or even better someone’s life.
Through this campaign we want to celebrate the people and organisations that are already doing this, and inspire and challenge those who aren’t, to get involved.
TV & print look & feel
JT: If we wanted to inspire people to #MAKECHANGE it needed to appear as simple as possible for them to do so. To do this we chose paper as the base to bring our visuals to life, and gave the campaign a very ‘hands on’ feel. We wanted people to almost imagine the illustrations being created on someone’s desk somewhere (which they were — by hand).
The illustrations for both print and TV needed to appear simple and charming, but considered, so if one looked a little closer, they would see the meticulous detail that went into creating them.
We kept the tone of the campaign casual with a bit of character so as to appeal to everybody, not just the design community.
Animation director: Ruan Vermeulen (LMMC)
Animation and post production: Wicked Pixels
Executive creative director — design: Joanne Thomas
Creative director: Carla Kreuser
Copywriter: Kate Royce
Art director: Robert Prinsloo
Project managers: Alison Pegg and Vuyokazi Jonas
Retouching and DTP: Gareth Skibbe, Haydn Fairman and Ernestine Daniels:
Design intern: Sarah Gregg-MacDonald