In a full 360 campaign, we targeted areas that appealed to our target audience, including art house films, art diaries, design expos and more. The arts diary became a central piece of communication, and it’s here that we find a print execution with a difference – a pop-up Eiffel Tower, constantly reminding all artists of the competition's prize. We also placed our artist documentaries at a place where they would be most effective – art house films.

Our ultimate goal was to increase this year's entries into the 2010 Absa L’Atelier Arts Competition. 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.