2012 Winners & Shortlists

SHOE REPAIR

Bronze
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BrandKHALID JAVED
Product/ServiceCOBBLER
EntrantTHE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
CategoryStationery
Entrant Company:THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Design/Advertising Agency:THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES

Brief Explanation

The challenge was to make residents and shopkeepers of the area aware of his expertise, so that they would first approach him rather than go to costlier shoe repair centres located in popular shopping malls.

The Brief

Khalid Javed is a cobbler whose shop is located in a large residential and shopping area in Dubai mainly populated with Asian expatriates. These residents, by tradition, have a habit of repairing their shoes, sandals and slippers rather than disposing them off. He asked us to create a business card for himself to promote his expertise.

How the final design was conceived

We created a very distinctive split-open business card, mimicking a leather upper and bottom sole that hinted to his expertise of both making and repairing shoes.

Indication of how successful the outcome was in the market

Not only did he freely distribute this card, but he also placed them at the cashiers of the local restaurants and grocery stores to be distributed to the public (a very common practice here to promote services). He also used this unique Business Card as a flyer, getting them placed on the windscreens of cars in the vicinity and as a door-drop in residential buildings. His business has more than doubled within this huge catchment area.

Credits

Name Company Role
John Mani The Classic Partnership Advertising Chief Creative Officer
Vitthal Deshmukh The Classic Partnership Advertising Chief Creative Officer
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
John Mani The Classic Partnership Advertising Copywriter
Alok Gadkar The Classic Partnership Advertising Art Director
Abhay Chawak The Classic Partnership Advertising Photographer