Design Fights. The arcade game giving designers the chance to defeat the obstacles standing in the way of great design. Fight the client, the deadline, the budget, technology and even your own self-doubt in the name of creativity while collecting Absa Bank logos along the way to power up for your next opponent.Heavy in-conference branding drove designers to play the game at Design Indaba conference, while interactive web banners on the conference site and a tactical print ad in the conference magazine that led to an augmented reality microsite, gave those not at the conference a taste of the action, ultimately leading them to the online game and the chance to win a prize.

The creative immediately connected with the designers. 540 individual games were played over the 3-day event period and the game continues to be played online.

The campaign garnered attention on radio, in print and on the web.Absa bank’s brand awareness as a sponsor of Design Indaba was the highest it’s ever been on record.