Campaign details

Advertisers: DesignThinkers
Brand: DesignThinkers
Agency: Zulu Alpha Kilo
Country: Canada

Campaign Summary

This year, the theme for the RGD's DesignThinkers conference is representative of how many designers approach their craft: bold and without apology. 'Speak the Truth' is a concept we created that focuses on exposing the truths behind design, in a humorous, relevant, and sometimes provocative manner. More often than not, truth is black and white – the conference materials we created follow suit. For the leading video short, we featured prominent and well-known designers hooked up to a polygraph lie-detector machine, answering age-old design-related questions such as "is your wardrobe primarily black?".

The video launched during the two-day conference in Vancouver and was used as promotional materials across web and social channels, leading up to the Toronto conference event which took place on October 24-25. The video was incredibly well-received, garnering positive sentiment from both those who attended the conference, and the general public who viewed the video online. Both the Vancouver and Toronto conference saw record-breaking attendance and experienced an increase of over 65% in website traffic compared to previous years.

Marketing Context