2011 Winners & Shortlists

Brief Explanation

Complete ignorance about the subject with respect to the target audience.

The Brief

In certain pockets of Dubai, we see many children playing on the streets, outside their houses and colonies. With more cars on the road than ever before, these street games are a safety risk and lead to accidents. Insportz club set out to make the children and their parents aware of this alarming fact.

How the final design was conceived

We created posters using the symbols that are synonymous with street sports, like cricket balls, football jerseys and badminton shuttles. These symbols were juxtaposed with tire tracks, to convey that when games are played on the streets, there is always a danger of being run over by cars. But if played in a safe, controlled environment like Insportz, they can have all the fun they want with no cost of injury or life. These posters were placed at outside residential colonies, in front of supermarkets, parking lots and other open areas where they were seen playing the most.

Indication of how successful the outcome was in the market

The posters directed parents to the Insportz website and we logged over 50 calls within the first month. 36 children were signed up by their parents for Insportz coaching in that month as well. Giving the club its highest number of registrations ever and more importantly, keeping the children in those areas, safe from street mishaps.