2011 Winners & Shortlists

Brief Explanation

In a crowded market we needed to find a memorable way to communicate their philosophy of innovation. Moreover we wanted to demonstrate that Debbas could offer innovative lighting solutions even for limited spaces.

The Brief

Debbas Group is one of the biggest names in sophisticated lighting solutions in the Middle East. They wanted to communicate their 100-year-old philosophy of innovation to the leading construction and manufacturing companies.

How the final design was conceived

We had an idea of a business card that would also be a source of light. To make it happen, we contacted a mechanical engineer and developed the world's first business card that lights up when held. The design of the card is both functional and descriptive of how it works. Touching the two electrodes on the card as you hold it activates the small LED on the top. Thus shedding light on the Debbas name. The unusual schematic is deliberate and shows the molecular diagram of a neurotransmitter. It represents technology developed with the human touch.

Indication of how successful the outcome was in the market

After sending these prototypes, our follow up visit rates increased by 87%, which led to a 25% increase in sales conversion. The cards were critical in getting us in the right doors and helped us sign a new contract in Lebanon and another in Cairo; A truly shining example of bright thinking.