TBWA\Hunt\Lascaris in Johannesburg promoted their design department recently by sending briefs back to clients transformed by in-house designers. Although the agency is well established as an above-the-line agency, their clients were yet to be introduced to the wealth of talent that TBWA\ Design has to offer. To get their clients’ attention, the agency intercepted existing above-the-line briefs and used the physical advertising brief as their canvas. Instead of answering the brief in a traditional manner, TBWA conceptualized various designs that captured the essence of the brands, then brought them to life using only the cardboard job bags and the briefs that were attached to them. Designers created intricate pieces of paper art, transforming client’s briefs into multi-dimensional design pieces. Briefs were sent back to clients, proving that TBWA\ Design can do amazing things with their briefs.
The campaign was a huge success. The design studio received their first new brief from the agency’s client just five days later. New design work in the system rose by 450% within the first six weeks.
The campaign was developed at TBWA\Hunt\Lascaris Johannesburg by executive creative directors Matthew Brink and Adam Livesey, art director Jade Manning, copywriter Vincent Osmond, creative directors Sacha Traest, Mike Groenewald, designers Sacha Traest, Leigh-anne Salonika, Katleho Mofolo, Graeme Van Jaarsveld, Ilze Venter, Jason Fieldgate, typographer Hazel Buchan, account manager Vanessa Maselwa, production team Craig Walker, Simone Allem, Ingrid Shellard, Gillian Humphris.