Microscopic billboard attracts high app downloads

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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!

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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.