Cipro Perforated Cover - The Jupiter Drawing Room
Design Indaba
Issue 12 | September 2009
Agency
The Jupiter Drawing Room, Cape Town
Creative Team
Creative Directors:Livio Tronchin, Joanne Thomas, Copywriter:Ian Malone, Designers: Brandt Botes, Alex Hayn
Date
February 2009
Background
Design Indaba is an annual Design Conference and Expo held Cape Town. This was its 12th year running.
Usually, the agency’s campaigns for Design Indaba celebrate design and creative superstars. However, for the 2009 campaign they chose to celebrate ordinary people and the way they’re creatively harnessing the technology available in the world today to create powerful design solutions.
Idea
The cover of Design Indaba Magazine, a monthly design publication, was perforated and transformed into postcards addressed to CIPRO, South Africa’s Patent Registry Office. The inside cover told of William Kamkwamba’s story, an ordinary man from Malawi, and how he created a wind-powered turbine using pictures from the Web and bits of scrap. It was a powerful message that showed readers how easy it is to make their creative ideas happen, and drove them to visit Design Indaba Expo for more inspiration and advice.
Our Thoughts
If you can get your audience interacting with you, you’re way ahead of a passive piece. This not only looks good and tells an inspirational story, but it gets people thinking about what they could do. And hopefully thinking the design expo could help them do it better.