The brief was to create a call for entries campaign for South Africa’s premier print advertising awards, The 2011 Eagle Awards. A print and poster campaign was created featuring weapons that represent the things that could potentially kill a great idea. Labels further explained the destructive power of the weapons and drove creatives to the Eagles website. Bullet flash drives were handed out at the Eagles Judges Breakfast seminar. At the website, the game, Idea Invaders, confronted them and creatives could upload the headshots of all the people who could stand in the way of their great idea and play through the various levels of approval an idea has to go through. They could also share their headshots on Facebook so that their colleagues could play their version of the game as well. The website featured a Defensive Armoury of idea-killing-resistant protective gear.

The DPS print campaign appeared in advertising industry publications and in media and marketing sections of national newspapers. A1 Posters were sent to agency ECD’s and hung up in agency creative departments. The Idea Invaders Game was launched as a gateway to the Eagle Awards website. Bullet flash drives were handed out at the Eagles Judges Breakfast seminar.

- Winner of 2 consecutive Creative Circle Ad Of The Month awards thereby even further increasing awareness of the Eagle Awards;- Unprecedented demand for the Eagles posters by agency creatives;- A significant increase in website traffic and entries;- Well-attended judges breakfast seminars and a solid turnout of creatives at the awards evening.