where delegates to the Design Indaba could contribute to the economy by sharing creative ideas and inspiration.
The virtual country lived as an app in mobiles phones. The tiny posters were printed using Litho on a glossy paper so the ink didn’t smudge. After numerous tests, the final art- work was set using 0.3pt type.
One in every three delegates downloaded the app, and 6 234 tweets and photos were posted through it. By the end of it all, 1.35m Design Dollars had been earned, and Absa had entrenched itself as the nation’s biggest supporter of design.