2010 Winners & Shortlists

SEEING MONSTERS IN A BLANK CANVAS

BrandTHEJAMJAR
Product/ServiceCONTEMPORARY ARTS STUDIO
EntrantMEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
CategoryBest Use of Standard Outdoor
Entrant Company:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES
Advertising Agency:MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

Credits

Results and Effectiveness

After seeing the posters, people from all walks of life were both curious and excited to learn more about The Jam Jar. The Jam Jar witnessed an increase in emails, phone calls and attendees after our posters aired. People shared their own personal thoughts about their creative hesitations and fears with us.

Creative Execution

We took canvases from the Jam Jar, created scary monsters in them, and hung them up as posters. To keep them blank, a series of fine cuts were used, so that, when laid flat, they still appeared untouched. We also devised an interesting method to hang the posters up so that they appeared in 3D. To stand out and get noticed, we placed these pop-up ambient posters in various locations around the city—art and design centers, cafes and galleries that were friendly and welcoming to us. They were also placed at the Jam Jar as a source of inspiration.

Insights, Strategy and the Idea

The Jam Jar is a do-it-yourself painting studio with a mission to bring art to the community. Our goal was to introduce people from all walks of life to the Jam Jar. And we needed to make this happen with little money and relatively zero resources. We knew that there was a growing art scene in the UAE and a growing demand for people to gather and express their creativity. But many people experience an initial hesitation or discomfort when faced with a blank page. So, the people of Dubai were our target—anyone with the desire to express his or her creativity by painting. We wanted to challenge, dare and inspire these people to laugh in the face of their creative fears. And we wanted to present the Jam Jar to them as an outlet to eliminate those trepidations.

Credits

Name Company Role
Till Hohmann Memac Ogilvy & Mather Dubai Executive Creative Director
Guy Sinclair Memac Ogilvy & Mather Dubai Creative Director
Dalbir Singh Memac Ogilvy & Mather Dubai Creative Director
Leo Rosa Borges Memac Ogilvy & Mather Dubai Art Director
Amina Abdel-Halim Memac Ogilvy & Mather Dubai Copywriter
Lina Al Amoudi Memac Ogilvy & Mather Dubai Designer
Hetal Pawani Thejamjar Director