2010 Winners & Shortlists

The Brief

To promote football referee - Jaffer Himid, as the first choice for officiating in corporate football tournaments in the UAE. Simple football ‘Penalty’ business cards were handed out to the organizers to remind them about him.

Creative Execution

The solution was simple. We handed out football ‘penalty’ business cards to remind the tournament organizers about him. Perhaps, for the first time the giving out of penalty cards brought a smile on people faces. More importantly, he received several calls from organizers enquiring about his availability for upcoming tournaments.

Describe the creative solution to the brief/objective.

Almost everybody in the UAE is football crazy. Not surprisingly, the number of corporate football championships is quite high. Jaffer Himid, a football referee wanted to be the first choice officiator for these corporate events.

Results

Penalty cards are the most recognizable icon for anyone associated with football. The giving out of ‘penalty’ business cards was interruptive, disruptive and memorable. The message was simply kicked straight into the audience’s head.