2010 Winners & Shortlists

The Brief

Ush is an up-and-coming Abaya shop in the UAE. It sells fashionable abayas from Emirati designers that merge tradition with modernity. The veils for women are so progressive that they occasionally cause a bit of controversy. For the launch event of Ush’s new 2010 collection, the shop needed an idea to invite existing and new customers. The brief: “as progressive as the brand, please”.

Creative Execution

The solution was as progressive as the shop. Merging a bit of cheekiness with tradition: a provocative message and a fun-to-play-with mailing.

Describe the creative solution to the brief/objective.

We created a direct mailing based on a cultural insight: Abayas are usually plain black – that’s why our provocative mailing encouraged the reader to unveil the black abaya and to discover Ush’s new collection instead.

Results

The mailing achieved an unexpected response rate of more than 100% – meaning more women than invited showed up to the showcase as a result of the mailing. So much was it talked about in the Emirati community.