ABOUT THE PROJECT
Client Brief Or Objective
Although we are established as an above-the-line agency, our clients were yet to be introduced to the wealth of talent that we have to offer. We needed to find a way of getting our clients' attention and convincing them to consider us for the future design requirements.
The convention in self-promotion is to send the client a USB disc containing a portfolio and credentials. However, clients seldom take any notice of this. We had to make sure that our solution was reflective of our innovation and creativity.
In South Africa, advertising briefs are attached brown envelopes called job bags. These job bags contain all the information pertaining to a campaign. Seeing that we weren’t receiving many briefs, we decided to intercept existing above-the-line briefs that were in the system. But instead of answering the briefs in a traditional manner, we used the physical brief as our canvas. Each design incorporated a concept relevant to the specific brand message. We then sent the clients' briefs back to them, proving that we could do amazing things with their briefs.
Our campaign was a huge success. The design studio received their first new brief from our client just 5 days later. Even more notably, new design work in the system rose by 450% within the first 6 weeks.