Design Indaba is an annual conference and expo where the best international creatives meet. From architecture to industrial design and graphic design to furniture, it’s the superbowl of creativity. To promote it, we created a campaign that proved the power of creativity. For this entry, we were briefed to send a poster invite out to the creative community, in much the same way as awards shows mail out ‘Call for Entries’ posters.

We took the traditional mailed poster tube and showed how a commonplace item can be used to create something extraordinary, using the example of Japanese architect Shigeru Ban who builds incredible structures from conventional poster tubes.

The response was so overwhelming that the client had to negotiate with the conference venue to create a second arena to meet the demand for tickets.