Etching / glacier
Submitted By Jamie mietz
To reach high income earners, we created three of our own works of art and placed them into art museums around the country. We commissioned pieces that would at first glance appear to sit comfortably with the classical artworks that surrounded them. However, upon closer inspection, it soon becomes clear that they were obviously produced in this day and age.
Glacier is a financial services company that specifically targets high-income earners. Because Glacier already sponsors several art museums around South Africa, museums frequented largely by members of our target market, it made sense for use to utilise this freely available space.
We needed to create authentic-looking art works that would sit comfortably in their surroundings and yet still communicate our intended message. By reaching our target market in an environment which is normally free of any sort of advertising message, and by ensuring that our communication was specifically tailored to sit comfortably in its surroundings, we were able to reach people in an unexpected and non-invasive way.
the jupiter drawing room
Innovative Use of Media