2012 Winners & Shortlists

Brief Explanation

Our challenge was that the market is already saturated with personal trainers. Getting the audiences’ attention would be tough. In order to grab attention, Aziz had to do something that would stand out and speak to his audience in a unique way.

The Brief

Aziz Hmeid is personal trainer based in Dubai, looking to expand his clientele in the market. His brief to us was to help him develop a way to introduce himself to the audience he was seeking. These were fitness-conscious people who were currently using their community gyms without any guidance or not working out at all.

How the final design was conceived

Origami, the traditional Japanese art of paper folding, is all about transforming something that is flat into something with dimension. Just like our client claims he can do with any human body. So, we used the basic, small folds of Origami to create a business card that transforms into a flexing bicep. Showcasing how both arts – Origami and muscle building require the same process – i.e. following the right directions. While the concept is simple, execution is far from it, as Origami is very rarely created with such little paper, as we did.

Indication of how successful the outcome was in the market

Since the card doesn’t require thick paper, we were able to print a large amount of cards for a very affordable price.These were distributed in various places, right from community gyms, supermarkets to popular beaches etc. We put a smile to many faces once they tried folding the card and it formed a bicep! Aziz received 93 inquiries, just within 2 weeks, with 21 who actually signed up in the first 2 months.