We were to get South African artists to create works to enter into the prestigious Absa L’Atelier Art competition. We needed to show that, as a bank, Absa understands the creative process and values the effort that goes into creating art so we listened to our target market: "Creating art is like giving birth. You spend hours growing your creation. You have an attachment - a love for it. It’s like your child.” Born from this insight was the intriguing campaign idea: As an artist, your art is like your child. To inspire prospective entrees, we showcased previous winners, now well-known artists themselves, by taking their artwork and creating real-life 'art children' to use throughout a provocative and thought-provoking campaign.

The campaign used press ads in niche publications, radio and viral videos - media that would talk to the artists directly. The ATL media drove artists online to the website where they could explore the campaign, find out about the competition and register to enter themselves. The idea was also translated into an exhibition stand at the Design Indaba with 24 artists participating and over 50,000 visitors – increasing the awareness of the campaign even more.

Over the course of 2 days, 8 photographers shot more than 10,000 fans. The website received a further 12,000 photo submissions and over 250,000 visits from South Africans living in nearly every country across the planet. The final product was a print-run of 1.3m collectable poster that featured all of the fans who had shown support for the Springboks and taken their place in the Team of Millions.