2011 Winners & Shortlists

Brief Explanation

The agency saw an opportunity of tapping into this eco-friendly approach for the 2011 calendar. Inspired by the ancient link that the AKGC Group had with its roots firmly entrenched in Omani soil, it saw the very earth of Oman as an idea that embraced its eco-friendly approach. This was the stepping stone for the idea of 'Rock Art' in Oman, the fine art of 1,500 year old carvings and paintings on rock. At a time when paper wasn't around, rock art served as the ultimate eco-friendly initiative of telling stories through paintings - without felling trees for paper !

The Brief

Every year, the Ajit Khimji Group (AKGC), one of Oman's oldest and leading companies, sends out its much awaited yearly calendars to all its corporate clients and key customers - locally and globally. For the year 2011, the client wanted to do a breakthrough calendar that would not only establish its strong presence and goodwill in Oman, but chiefly convey its eco-friendly approach across all its operations.

How the final design was conceived

The agency dug deep to source and research rock sites all across Oman that would enhance these stories and come to life in the calendar. Every leaf of the 2011 calendar paid tribute to this, through striking images of rock art featuring ancient warriors on horseback and weaponry, harking back centuries. The idea being that the rock art itself was like a calendar recording history. But what really brought our Rock Calendar to life was that each leaf was paper made out of rock! It not only enhanced the authenticity of 'Rock Art', but above all acted as an eco-friendly calendar - without resorting to paper made from felling trees!

Indication of how successful the outcome was in the market

The Rock Art Calendar rocked our clients! Soon everyone was rushing to AKGC for more copies of this special rock calendar made out of rock paper. It even succeeded in rocking the paper and printing trade circles across Oman, and doubled up as a showcase for our rock paper suppliers in promoting their business. But above all, it did wonders for t the AKGC Group in reinforcing goodwill and being recognised as an eco-friendly company - proudly seen on the shelves of all its corporate clients!