Design Agency Transforms Paper Briefs into Works of Art
Design arm of TBWA gets new business by intercepting and transforming above-the-line briefs
Mar 24, 2013
South African ad agency TBWA/Hunt/Lascaris generated work for its design arm, TBWA/Design, via an ingenious project that saw the design agency make their own creations out of clients' above-the-line paper briefs. TBWA/Design intercepted the briefs, which in South Africa are always pasted to brown envelopes, and made them into design pieces summing up the essences of the clients' brands - for example, a floral bouquet for an air freshener, or a paper shirt for a detergent brand. They sent them back to the clients, and immediately started to receive their own briefs. According to the agency, new design work in the system rose by 450% within the first six weeks.