2009 Winners & Shortlists

The Brief

To design an invite to the launch of Starliving, a luxury real estate project. The campaign concept was 'LIVE LIKE A STAR'.

Creative Execution

Upon opening the invite, a resounding sound of applause and cheers, combined with the click of the camera and bright lights of the flash went off. Thus making the invitee 'feel like a star' with a re-creation of the 'red carpet effect'. It also tied in with the launch activities which had paparazzi lining the red carpets and snapping up shots of the invitees as they walked in.

Describe the creative solution to the brief/objective.

The invite had to fit in with the overall campaign idea, while also give the invitee a glimpse of what was in store at the launch of the project. Conceptualised on the fact that stars are always the centre of attention, the inside of the invite showed a picture of a paparazzi photographer armed with a camera and focussed directly at the viewer.

Results

The invite was a double win by being a first for Dubai where light and sound was combined together in a single invite while effectively communicating the concept. To create the effect of the flash as realistically as possible, a powerful white LED bulb was embedded in the visual. The flashes had to appear 5-7 times and had to be synchronised with the matching sound effects. A PCB module was specially constructed to achieve this. It was a great hit. 1000 people were sent the invites. 100% turn-out at the Cityscape stand.