Through the collaboration of Jupiter Drawing Room Cape Town and Masters & Savant, both previous industry award winners, Design Indaba 9's television commercial shifts animation in South African advertising in a new and exciting direction.
Jupiter Drawing Room Cape Town creative director Joanne Thomas says, "Design Indaba 9's campaign had to convey one thought across all the communications, that design and creativity have the ability to become major players in our future economy. To dramatise this through a 60 second commercial we used the universal language of money as a visual reference for all Design Indaba 9 work."
The concept of idea or design 'currency' has been taken into the graphic world of a bank note, and tells the story of an idea of a design and the influence it can have on the economy.
Set against the back drop of a South African bank note, and utilising images that one would expect to find on a 50 or a 100 Rand note, the viewer is taken through a graphical representation of the different stages an idea can impact and create opportunity for millions.
A South African designer, Trevor Field, has an idea for the play pump (water pumped from the ground by playing children on a roundabout). The water is pumped to a woman who waters a forest. The wood from the forest is shipped to the city where it is used to make pencils. The pencil is used to design a new invention, completing and renewing the circle.
The Jupiter Drawing Room Cape Town Design Indaba 9 creative team, Kim McDonald and Peri van Papendorp, selected Masters & Savant to bring the concept of money language to life. "We knew Masters and Savant was fully capable of executing such an ambitious board, but were concerned about the minimal amount of time we gave them. Thankfully, we are overjoyed with the final product," they said.
Says Masters & Savant co-founder Roger Smyth, "We are exceptionally proud of the treatment we have created for the Design Indaba 9 campaign. The concept was outstanding and allowed us full creative license to bring the images on a bank note to life in order to communicate than a single idea centred on the precept that a phenomenal design can create wealth and opportunity for millions."
Ravi Naidoo, Founder of the Design Indaba says, "The real benefit of the ad is that it takes the concept of the B2B print campaign and gives it popular appeal - its makes the concept accessible to the layman - which is important in the advocacy work we do for design in South Africa."View the movie on the Masters & Savant website - www.mastersandsavant.com