To generate entries into the 25th Absa L’Atelier, we setup a tattoo parlour at the 2010 Design Indaba. Attendees were asked to design their own pieces of art on a L’Atelier notebook, which they could then have tattooed onto the skin permanently, for free.

We connected with artists on a very personal level, not as a bank, but as a patron of the arts. So much so, that this year’s entries to the L’Atelier rose by 7%. No mean feat considering that there is already high awareness of this competition amongst the country’s limited art fraternity.