2011 Winners & Shortlists

Brief Explanation

So we devised an interactive business card on his behalf. To the naked eye it looked liked just a plain white rectangular card with nothing on it. But when held up against the light, much like an X-Ray, the contents of the card become evident.

The Brief

In a recent 2010 Gallup survey across the UAE, 76% of respondents between the ages of 18 -56 were unfamiliar with the highly specialized fields within the medical profession. This unusual finding was in large part due to the high prevalence of all-in-one health care clinics. So when Dr. Kailash Gusani, a radiologist opened his own stand-alone Ideal Diagnostic Clinic in Dubai, he needed more than just a regular business card. He needed one that could instantly cue his line of expertise.

How the final design was conceived

The business card was a simple and creative solution to Dr. Kailash Gusani's predicament. More importantly it was easy and cost effective to produce. The fact that it first comes across as a plain white rectangular card, prodded people to hold it up against the light. The effect was memorable.

Indication of how successful the outcome was in the market

Dr. Kailash has witnessed an increase in new patients over last year. Most of his new patients came by way of referrals. But they all admitted that his business card was a point of intrigue to start of with.