Absa wished to communicate its belief that design and creativity are the backbone of a country's economy. The Jupiter Drawing Room (Jhb) created a virtual country - The Democratic Republic of Design - where delegates could contribute to the economy, simply by sharing creative ideas and inspiration.
The virtual country lived as an app on a mobile phone but in order to attract citizens to the virtual republic, some innovative ambient media and messaging was needed.
The tiny posters were printed using litho on a glossy paper so that the ink did not smudge or seep into the paper. After much test printing, the final artwork was set using 0.3pt type!
Not only did the world's smallest poster attract a lot of attention but also it did the job in getting the app downloaded - 1 in 3 delegates downloaded the app and 6234 tweets and photos were posted through it, an average of 1 every 35 seconds.
A 1.35 million Design Dollars was earned collectively, a powerful demonstration of the economic value of creativity and most importantly, the client further entrenched itself as the nation's biggest supporter of design.
