Finweek English Edition - - ADVERTISING & MARKETING -

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.

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