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JUPITER BRINGS PAPER TO LIFE WITH NEW DESIGN INDABA AD

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A simple approach that calls for change

The 2015 Design Indaba is calling for change, it’s urging you to take matters into your own hands to help someone or change something for the better. It’s up to us to find our own creative solutions to the daily problems our society is faced with. Ideally, solutions that ignite positive change in this world and go on to #MAKECHANGE.

In most instances, these acts of design ‘activism’ don’t necessarily cost a lot of money. They don’t always require a lot of planning or even huge amounts of energy. In a lot of cases the designer isn’t even a designer. This is the message The Jupiter Drawing Room Cape Town, set out to share with its approach to the Design Indaba 2015 ad.

Joanne Thomas, executive creative director of design at Jupiter, explains: “If we wanted to inspire people to #MAKECHANGE it needed to appear as simple as possible for them to do so. To do this we chose paper as the base to bring our visuals to life and gave the campaign a very ‘hands on’ feel. We wanted people to almost imagine the illustrations being created on someone’s desk somewhere – which they were…by hand.”

They wanted the illustrations for both print and TV to appear simple and charming, but if you looked a little closer, you see the meticulous detail that went into creating them.

“In the TV ad, we created a paper spokesperson to deliver the #MAKECHANGE manifesto, inspiring people to get involved and showing how simple it is to make a difference through a chain reaction of events in a paper world. Each action made by the hands in the ad illustrates how if we all #MAKECHANGE, little by little, we’ll make a better place for all of us.”

From 25-27 February 2015, additional creative initiatives will be introduced to the public and to Design Indaba Conference and Expo attendess calling on them to #MAKECHANGE.

Credits:

Animation Director: Ruan Vermeulen (LMMC)

Animation and post production: Wicked Pixels

Jupiter team:

Joanne Thomas: Executive Creative Director – Design

Carla Kreuser: Creative Director

Kate Royce: Copywriter

Robert Prinsloo: Art Director

Alison Pegg: Project Manager

Vuyokazi Jonas: Project Manager

Gareth Skibbe, Haydn Fairman and Ernestine Daniels: Retouching and DTP

Sarah Gregg-MacDonald – Design Intern

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