Apex Awards: Glasses

Beyond just creating the annual call for attendees for the APEX Gala event, TBWAHuntLascaris Johannesburg were asked to reinvigorate participation for this year’s APEX awards that honour effective advertising that gives great results, as well as generate a renewed interest in these awards.Whether you are a client or an advertising guru, if your advertising campaigns haven’t been effective, and haven’t met the targets then there’s nowhere to hide. Our idea was simple. We created a series of 3 perforated posters. These posters were made up of different disguises that one could pop out and use to hide in plain sight. They were then sent to different advertising agencies as well as clients, informing them about the APEX Gala event.
The number of attendees increased by 15%.
Some stayed disguised while others took the APEX home.