AN ANIMATED IDEA LAUNCHED DESIGN INDABA 10

THIS YEAR'S DESIGN INDABA 10 TELEVISION COMMERCIALS CERTAINLY STOOD OUT AMONG OTHERS AS IT USED ANIMATION TO BRING ACROSS THE MESSAGE THAT BEFORE SOMETHING BECAME A PRODUCT, IT WAS AN IDEA.
Like all inventions, which turned into products, these began their life as a clever idea born out of necessity. The Design Indaba 10 commercials depicted how such an idea might live in its creators mind, and finally evolve to be a useful and profitable product once realised.

Once again, through the award winning collaboration of Jupiter Drawing Room Cape Town and Masters & Savant, previous Loerie award winners for Design Indaba 9's campaign, the commercial shifts the animation gear higher in South African advertising.

Jupiter Drawing Room Cape Town creative director duo Joanne Thomas & Livio Tronchin explained that Design Indaba 10's campaign had to convey the message that "before it (the invention) was a product, it was an idea".

To dramatise this through three 30-second commercials, the team used the creative direction of how an idea might be born within the fantastical imagination of the inventor. The commercials continued as it showed how this often science fiction thought might be translated into a manufactured product.

Says Joanne, "To illustrate this point we turned to three outstanding South African inventions that have received international recognition and use, namely the Kreepy- Krawly, the Hippo Roller and the hugely successful flower-like lamp fittings made from recycled plastic and tin."

This campaign rested on the importance that it use real and successful South African ideas to illustrate how a simple yet brilliant idea can influence both the economy and the way we live.

The Jupiter Drawing Room Cape Town Design Indaba 10 creative team, selected Masters & Savant to bring the concept of an idea to life. "We knew that Masters & Savant was fully capable of executing such an ambitious board due the great success of DI9's campaign" they said.

Says Masters & Savant co-founder and creative director Roger Smythe, "This concept allowed us to flex out creative muscles as the execution demanded that the idea must develop from a highly imaginative thought to a realistic and usable product. As the commercial progresses it identifies a need, develops a schematic based on an imaginative thoughts and is finally presented as the product we all know. The execution once again shows the importance of design to an economy."

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