Making great ideas see the light of day

But when the message is somewhat obscure in itself, when the concept you need to get across is hard to even verbalise, let alone interpret via a live medium, the challenge becomes far more complex. This is the scenario that Soapbox Studio Events Company was faced when they won the pitch to launch Blue Catalyst, a combined initiative by the Gauteng Provincial Government and the Blue IQ Project.

"We've always prided ourselves on direct creativity," explains Soapbox MD Wendy McMahon. "We get to the core of the message and then find the most strikingly effective way to communicate it." It's a straight-up approach that has seen the company win many huge projects over the last three years since inception.

But Blue Catalyst's message, whilst very obvious to the hardworking crew who had initiated the idea, didn't easily translate into a simple live event. The company occupies a rather abstract space. Being a bridge between entrepreneurship and commercial success, Blue Catalyst's aim is to assist in ensuring that South Africa's brilliant ideas see the light of day. It's all very concisely captured in their payoff line: 'converting smart ideas into opportunity', but there's so much more to it then that, and nothing much to reference: no products, no clients as of yet, no case studies.

Teaming up with advertising agency Equator, Soapbox took their cue from the innovatively designed brochure that used doodles and sketches throughout to highlight the work-in-progress, ideas-in-motion, stream-of-consciousness headspace that Blue Catalyst were all about. They brainstormed and decided to extend this idea and create a short animation that resembled the thought process of somebody busy working through an idea. In the same way that the scratched pen font that dominates the brochure alluded to the constantly 'at work' ethos of Blue Catalyst, the animation was planned to give a behind-the-scenes glimpse into the genesis of ideas, an unfinished journey through a process that results in great ideas.

The final piece was more of a suggestion than a statement. It hinted at the possibilities that Blue Catalyst present, the doors that they could open. "For a company that has to remain fluid to be effective, this was the perfect approach," continues McMahon. "They will succeed by remaining reactive and ready to respond, so a 'work-in-progress' approach suited their profile perfectly."

The animation was designed from the animator's perspective – a 2D series of sketches and doodles on rough paper that scratched on and rubbed out as an unseen person thought his way through the specifics of Blue Catalyst's messaging. The end result was a witty, entertaining and enlightening 'idea' about what it is that Blue Catalyst do.

In keeping with Blue IQ's commitment to Jo'burg, the launch took place at the City Hall, and was attended by dignitaries. A pipe organist opened up proceedings with classical renditions of recognisable favourites before the video was shown. The doodling theme was carried through with guests getting the opportunity to have their portraits sketched by artists scattered around the venue, creating a fun, interactive atmosphere. The stylish yet informal cocktail atmosphere was heightened by a touching performance by the talented kids from the Buskaid Soweto Orchestra. It was the perfect opportunity for networking and mingling, and the 280 odd guests used the opportunity, staying late into the night, clearly encouraged by Blue Catalyst's plan to make South Africa's great ideas come to life.