The Design Indaba Festival 2016 campaign had one main objective: let delegates “experience the wonder of creativity”. Our challenge was to create opportunities for delegates to have these kinds of experiences using each campaign element, however small or simple. The solution was to let the festival mimic the creative process. Our solution was inspired by the fact that every person approached the creative process, ideas, and solutions differently; how things can be seen from different angles and perspectives; how new discoveries can be made along the way. We used light, motion, and colour as a simple metaphor for the creative process and made every element of the campaign dynamic, transformative and experiential. Advertising Agency: The Jupiter Drawing Room | Creative Director: Carla Kruser Art Director: René Mellon | Copywriter: Ayesha Daniels
