Capitec Bank Award Amod Munga A $5000 Bounty!

Daniel Neville

It took a few minutes for Amod to stop saying things like "You are shitting me..." and 'I cant believe this" when I spoke to him on the phone... $5000 will do that to you. Infact this is rather a special award in that it is the first time we have had a Bounty go to more than one creative working on the same concept. Although the winning Idea was submitted by Amod he collaborated on the concept with art-director Deon Hug and together they managed to put one awesome solution to the brief forward - nice work guys!

A big congratulations must also go out to the rest of you for really stepping up to the plate on this one. With more than 600 Ideas we were kept very busy and it was a long debate before the final winning Idea popped to the surface. In particular we would like to congratulate those creatives who produced Ideas that made it onto our short list - picking up Silver and Bronze Awards in the process. You can check this list out here.

Amod Munga & Deon Hug

We also managed to grab a short interview with Amod and chat with him about his process and his thoughts on crowdsourcing. Enjoy!

1. First and foremost, congratulations on having your idea selected as having the best concept for both the print and banner ad. Did you think you had the winning Idea?

Thanks. I'm really blown away by this. To be honest, we (myself & Deon Hug, the art-director) figured we stood as good a chance as anyone else – but I don't think we seriously considered we'd win. Actually, when I called Deon, it took some doing to convince him that I was serious about winning. But that may have more to do with our working relationship than anything else. :)

2. Tell us a bit more about yourself and how you stumbled across Idea Bounty and the Capitec Bank brief.

I discovered Idea Bounty through Bizcommunity a while ago and signed up, but never really took part seriously in any of the briefs (ironically because the deadlines were so tight). I'd been aware of Capitec's achievement (thanks to Twitter) and got the announcement of the brief in my email shortly after that.

3. What drew you to submitting an Idea? Was it the brand or the challenge presented?

It was the challenge. A really narrow corridor of time to deliver quality work for a world-class brand? It was just an offer to good to refuse.

4. How long did it take you to come up with the idea - was it a toilet moment (I get lots of ideas on the toilet) or a cunningly crafted plan?

That would be telling...but I can reveal that a pen and sketch-pad were used extensively in generating the idea.

5. By profession you are a freelance copy writer - with quite bit of experince - do you think this gave you a significant advantage?

I think past experience in working under tight deadlines helped but I don't think it gave me a significant advantage. Ultimately, it comes down to the idea – and that outcome is based on your creative process.

6. What was your process for tackling the brief - I know you worked closely with Deon Hug who mocked up your concept for you - do you find working with others brings out more in the creative process?

The brief was pretty straightforward, so it was just a case of discovering an insight that would be interesting or compelling. Collaborating is definitely first prize when it comes to working on any brief. You always need someone else to bounce ideas off and give you a different view of the brief. Working with Deon was cool because we have a great creative understanding and we both believe in producing quality work, regardless of the deadline.

7. We assume that you have no problem with Crowdsourcing, (since you submitted an idea) what do you think it will take for the concept of mass idea generation to become standard thought for big brands?

It will take a dramatic shift in the way we do business as creatives to make crowdsourcing the norm. I don't know if the crowd will ever completely replace the professional creative but it's already changing the way independent creatives operate. The trend for creative freelancers to organise themselves into loose collectives (crowds) is growing, but as for whether this will replace the traditional agency model, that remains to be seen.

8. It must be awesome to know you are going to see your ideas in print very soon - How do you feel about this and any plans for the $5,000 you pocketed in the process?

There are these awesome Batman graphic novels I have my eye on and I think Deon may have said something about a Rubik's cube.

9. Lastly if you were in a life or death situation and had to tattoo a brand logo on your forehead - who would it be?

Life or death? Sure, you could tattoo the logo on my forehead (Terms and conditions: depends on the brand. There are just some brands I'd rather eat a bullet than wear. And we'd have to renegotiate the contract every 6 months. And augmented reality would cost extra. And no public appearances on Tuesdays)

Bounty Winners

Comments

Kitty Stiletto on 25/03/2010

AWESOME! Big congrats to Amod and Deon.

antoinette on 25/03/2010

Yay Amod! Always knew you where a winner!!!!

baydu adams on 25/03/2010

whoohoo! you owe me R15 for that coffee that one time ;) Well deserved buddy.

Rugayah Reganie on 25/03/2010

Awesome stuff Amod!

Archer King on 25/03/2010

Congratulations to the bounty winners - we look forward to seeing your ad in print and banner online! And well done award winners. Thanks for the opportunity to work on the Capitec brief - it was fun.
Best wishes.

Lindy on 26/03/2010

Well done guys!Cant wait to see the campaign!

Hanief Surve on 27/03/2010

Big ups dude.congrats.Theres only one thing left to say...........HOW DOES IT FEEL? :-)

greg on 27/03/2010

Let's all the see the outstanding work spoken about please!

The Capitec Bank ad I saw in the paper today left me stone cold (Just a personal opinion ...Does anyone else out there - who managed to spot the advert -agree or disagree?)

Please Idea Bounty:
Show us the TOP 3O so we can at least compare the quality of the Bronze and Silvers with the Gold- awarded work.

Perhaps someone can explain WHY the GOLD ad was chosen for starters...

Especially if it's the 'ad' I saw today...

Daniel on 29/03/2010

Hi Greg

Thanks for voicing your concerns.

Personally I would love to show off all the Award winning work, unfortunately as it currently stands our system is not geared towards this for a number of reasons;

1. All the Ideas that have been received belong to the creatives who submitted them, this is the case even now that the brief is closed and the winner award. This means that we cant publish Ideas without the permission of each individual creative who submitted an Idea. We built Idea Bounty to work in this way in order to protect your Ideas - The bottom line is we dont want your Ideas to be used without you being remunerated for them.

2. The Ideas come in many different formats and as such this makes publishing each Idea in a way that makes it easy for every one to read them a bit harder - although not a real reason not to publish the Ideas we feel that if we do publish them it should be done in a uniform way.

We do hear all of your comments and agree that you all, as you so rightly put it, "sweated blood to get the best Ideas out" and deserve A) Better feedback on your Ideas and B) A chance to see the other ideas

Currently we are working on a whole bunch of changes and addition to Idea Bounty that will do the above. A) we are implementing a feedback system where for every Idea you submit you will receive a break down across five areas at the close of each brief. This breakdown will provide you will feedback about your idea, what was strong, what was weak and any other comments. B) There will also be an option at the close of every brief from those who have not had their ideas purchased to publish their Ideas for the rest of you to see and comment on.

As for the Capitec ad you saw in the paper this weekend - it was indeed the winning Idea - the rational behind it being picked as the winner is as follows.

* It was simple, yet still slightly cheeky and could be executed quickly within the time frame.
* It communicated everything it needed to in simple language and clever copy.
* And lastly the clincher was that it was the only concept that referred directly to the Global One account and what it it. Up to this point this has never been something that has been communicated in ads up to this point. This concept gave an opportunity to place the Global One account and its icon in context within the ad.

As we have mentioned before the winner was picked after long deliberation and debate - all of the awarded Ideas were of excellent quality and many of them could have been run as spectacular ads. It was just a case of one concept having slightly more pull with the Capitec Bank team at the time which added in clinching the win.

I hope this helps with your questions - please shout if you would still like to throw questions or even abuse our way!
Cheers,

Daniel

daniel@ideabounty.com

mark on 29/03/2010

For the rest of the planet who don't live in SA where can we see the winning concept?

Daniel on 29/03/2010

Hi Mark,

I will be posting the winning execution on the blog in the next hour or two for all to see!

Charl on 08/04/2010

Thank you for all your comments and insights. They are all appreciated and
taken note of.

The bank is built on non-traditional thinking. If we were to follow
traditional thinking in the way we are building the bank or the brand or any
other section of our business we will just become another traditional bank.
This is not what we want – for obvious reasons if you only look at what the
banking industry offered clients for so many years.

I realise that it is not the norm to have such an open process about a
brief, how we decide on the winning choice and the execution of that brief.
But this is the beauty of the process and the insights that come along with
taking this non-traditional approach. It was of great value to us.

I also realise that this non-traditional Idea Bounty approach threaten the
way things have always been done in the industry and that it will be met
with some resistance. This openness may even be abused to force brands to use the
traditional approach. As mentioned, traditional thinking does not form part
of our DNA and that is where our success in the market lies.

I trust that this interesting debate has stimulated everyone in the Idea
Bounty community to even bring deeper insights to the table when we do our
next Idea Bounty brief and use the crowd-sourcing method to get great
insights from across the globe.

Until next time.

Charl

Karan Bhatia on 01/09/2010

Where can we see the winning ads and the other ones that didn't win?

Daniel on 06/09/2010

@ Karen,

You can see the winning concept and the resulting execution here - http://mzan.si/CJd4

Unfortunately we are unable to show you the other Ideas submitted as they belong to each respective creative and as such we dont have permission to publish any other their work.

I hope this helps!

rashi on 30/09/2010

dsfdsfdsfdsfsf

Vaughan on 09/03/2011

I think this is a great way of finding raw talent! budding graphic designers and computer whizz kids sometimes do not want to work in offices with paperwork and interuptions. It is the best home based business to have.

I will certainly pitch every idea, because you never know. . .

Karan Bhatia on 25/08/2011

Look at the bright side, at least the ad got printed and published for all to see, which means idea bounty and the client capitec are not bogus. They indeed did select the idea they thought was best and paid the guys whose idea they used. I've been on crowdsourcing sites where i can say for sure, that fake-ids were being awarded and ideas were being taken from unpaid people. No such doubt here on idea bounty, which is a great relief.