2011 Winners & Shortlists

Results and Effectiveness

As readers experienced the sensation of pages held together, they were made aware of the suction power of SACO’s vacuum products in an original and memorable way.

Creative Execution

On the vacuum cleaner page of the SACO product catalogue, our execution drew attention to these otherwise mundane products. By using hidden magnetic panels within the catalogue, we made facing pages stick together to reflect the strength & feeling of the vaccum cleaner' suction power.

Insights, Strategy and the Idea

Saco the largest hardware store in Saudi has a wide range of vacuum cleaners and wanted to promote its vacuum cleaners while emphasizing the powerful suction of the product. To make the customer buying experience easier, and to communicate new products & promotions, Saco has product catalogues distributed within the stores for customers to look through in order to see what products are available and also to help them in their choice of a particular product. These catalogues are very popular among Saco customers so we decided to leverage this medium to find an interesting way to communicate an otherwise mundane product.