Draftfcb Cape Town has launched a new in-store point-of-sale and print advertising campaign for iconic South African designer, Carrol Boyes, to showcase her six new pewter tableware ranges.
Comprising banners; cubes; shelf-strips; and shopping bags, the point-of-sale material reflects the same clean lines as in the three print executions, one for each of the new ranges.
Three other print ads will be unveiled later this year once all six ranges are in-store. Text remains constant across all six ads while the visuals change and link the design element that inspired the range – life; nature; and the human figure – to its final execution in pewter.
The look-and-feel of all elements of the campaign is influenced by design disciplines, and care has been taken over typography and styling. However, Draftfcb Cape Town Design’s Paul Carstens, points out that it is a through-the-line collaboration of the design team and the traditional agency’s copywriters and creative directors as well as acclaimed photographer, Malcolm Dare. Dare provides the black and white photographs of the new tableware.
“Carrol Boyes was reportedly ‘blown away’ by our creative response to her brief. However, we must share the credit with Malcolm who had provided us with exquisite final shots – not scamps or approximations – to incorporate into our presentation,” he said.
The print ads will be appearing in selected lifestyle titles
Top Living;
Avocado;
Elle; and
Elle Decor.