The Brand: The Durban International Film Festival is the oldest and largest film festival in South Africa. The annual event celebrates the best of South African, African and international cinema.

The Concept: Every year the organisers invite designers from across the country to pitch a design for the event. Having received a wild-card invitation as the outsiders, we were keen to present an idea that was original and had an unmistakably local identity. The fortuitous timing of the annual natural phenomenon known as 'The Sardine Run', just off the coast of Durban, gave birth to an idea that excited the organisers as much as us. A story was woven into the campaign that combined wit with contextual relevance, to engage everyone from the casual filmgoer to the most esoteric critic.

The Outcome: The 25th edition of the film festival in 2015 sold approximately 30,000 tickets, screened 175 films and catered to over 500 local and international film industry professionals who gathered for the event. The festival continues to be one of the most important creative platforms on the African continent.