SABC "BRAIN" CAMPAIGN
The marketing objective was to build an awareness of the SABC's sponsorship and support of excellence in local visual arts.
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As the campaign would be used for many applications it had to be something simple that could work for sponsorship of any kind of creativity or creative excellence: design and marketing awards, exhibitions, fashion shows, etc.
The idea needed to be something simple that could be encapsulated in a single image for it to port well to print, online and digital applications.
Our creative solution was to come up with a themed campaign in which we represented creativity with an illustrated brain.
To communicate the SABC's sponsorships, we developed three executions SABC IGNITES LOCAL CREATIVE TALENT, SABC GROWS LOCAL CREATIVE TALENT, and SABC INSPIRES LOCAL CREATIVE TALENT. The style we chose to relate to such a wide range of target markets was a sketchy, illustrative 2D style. Each execution kept the theme recognizable whilst still bringing some variety to the campaign.
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