2011 Winners & Shortlists

Brief Explanation

It is difficult to imagine that a country like Qatar, now sprawling with luxury cars and shopping malls, once depended on pearling for economic survival. The Qatar Marine Festival (QMF), an annual cultural celebration of Qatari heritage, aims to educate participants about ancestral Qatar’s water-centric lifestyle. Through activities such as fishing, sailing, and pearl diving, festival participants bring Qatari traditions back to life.

The Brief

To sell the message of the Festival to all aforementioned customer groups as a unique concept that will reflect the culture and traditions of Qatar. To achieve the highest quality advertising and marketing campaigns, that will appeal national and international audiences, and motivate them to participate in the Festival. To effectively communicate and collaborate with external marketing agents (including: advertising agen¬cies, promotion agencies and market research agencies) to facilitate the delivery of the Programmes objectives.

How the final design was conceived

We created the Qatar Marine Festival brand mark in the shape of the iconic Dhow. It is the interface between the land and the sea. A representation of the legacy left for us that is here to stay and be revived once again. The Dhow is this instrument, a centre point for the travelers, divers, fishermen and habitants. The vessel to this beautiful land.The colors Blue and Violet illustrate the array of colors from the deep waters to the sky. We brought the Old in with the New, using historical imagery and a youthful modern touch.

Indication of how successful the outcome was in the market

Salim Al-Hindi: "The organization is perfect; the result will appear soon" Barakat Al-Waqiyan: "I bow to Qatar for preserving our cultural heritage" Tony Khalifa: "Gulf people enjoy significant heritage and history"