Design Indaba is a respected South African institution on the creative landscape and celebrates all creative sectors – from graphic design, advertising and film to music, fashion and architecture, to name a few. Besides the flagship conference and expo, Design Indaba has grown into a multi-tiered experience with an extensive range of events and initiatives. The brief was to create a brochure that would inform prospective speakers and participants about Design Indaba. The brochure needed to capture the zeitgeist of the institution and fit in with the overall theme of 2009: the way creativity can turn waste material into something new and usable.

On street corners in towns and cities of South Africa, chickens and other craft pieces made from plastic bags that normally litter the landscape, have become a positive reminder of what creativity can do. Inspired by the ingenuity of these people, and living the mantra of Design Indaba, we’ve created this brochure out of plastic bags. The idea is that once people have absorbed the information, that they follow the instructions and use the pages of this brochure to make something useful. These brochures are hand-delivered or couriered.

The Design Indaba 2009 conference and simulcast was sold out 2 weeks in advance. The expo sold a record 29 000 tickets, a 28% increase over the previous year. The expo also showed a 56% increase in international buyers from 2008. Design Indaba was featured on several national and international television variety shows and websites. It is widely regarded as the world's premier design conference.