2012 Winners & Shortlists

Brief Explanation

To show potential customers that they can either put up with shoddy work, or simply pick up the phone and call the master carpenter, Mr. Nagesh Naik.

The Brief

Mr. Nagesh Naik was a one-man operation with a budget that barely made it to three figures. However, what was clear was that Mr. Naik had a unique idea - which was to target expatriates buying DIY furniture and then discovering that assembling them was not as easy as they thought. The minuscule budget ruled out almost every conventional medium - except his visiting card.

How the final design was conceived

Dubai is primarily a city of expatriates. They live to earn and prefer buying inexpensive DIY furniture from stores like Ikea. While DIY furniture might seem easy to assemble, it is in fact a complex task for most. The end results are usually not what the manufacturer intended! This is where Mr. Nagesh Naik comes in handy. And that is precisely the idea that was conveyed. By converting his visiting card into a flyer, it became a very effective door drop that was used extensively in the newly developing areas of Dubai.

Indication of how successful the outcome was in the market

The door drop campaign got Mr. Naik more results than he could handle. From a one-man operation, Treeswood Carpentry Works LLC is now a 3-man, one car and 2 motorcycles operation. Mr. Naik's campaign and his own professional standards continue to bring in results through references and positive word of mouth.