Absa "Power of 3" Campaign - Laptop

We were briefed to animate the ABSA Capital "Power of 3"campaign by The Jupiter Drawing Room. This campaign illustrated how ABSA Capital, Barclays Capital, and the consumer can work together. The reasoning behind the “power of three” was to explain how three is so much better than two as it offers customers more and more of what one should expect from a bank.
Our solution was to illustrate how revolutionary and unusual the power of three really is, by taking something traditionally 2-dimensional and making it relevant in the 3-dimensional space.
Creative Director: Jonathan Deeb
Copy Writer: Aviv Weil
Art Directors: Frank van Rooijen and Chantelle Dos Santos
Producer: Hylton Heather
"The brief was to illustrate how revolutionary and unusual the power of 3 really is, by taking something traditionally 2-dimensional and making it relevant in the 3-dimensional space" explains Roger Smythe co-founder of Masters & Savant and MD of the Johannesburg branch.
Through the emphasis of the 3-dimensional space it furthers the audiences's awareness of ABSA's added dimension.
The two dimensional type is exploded into the 3rd dimension to illustrate the revolutionary power of 3. The use of the cellphone, typewriter and laptop computer - visually illustrates the "Power of 3" concept.
Masters & Savant were excited to work on this project with one of Johannesburg based The Jupiter Drawing Room's top teams: Creative Director: Jonathan Deeb; Copy Writer: Aviv Weil; Art Directors: Frank van Rooijen, Chantelle Dos Santos and Producer Hylton Heather.
"The sophistication and originality behind this animated campaign has allowed ABSA Capital to successfully differentiate themselves from their competition" concludes Smythe.