2012 Winners & Shortlists

TURANDOT

BrandROYAL OPERA HOUSE MUSCAT
Product/ServiceOPERA HOUSE
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryFlyers, Tickets, Invitations, Postcards, Calendars, Christmas and Other Greetings Cards
Entrant Company:TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Design/Advertising Agency:TBWA\RAAD Dubai, UNITED ARAB EMIRATES

Brief Explanation

In order to live up to its royal pedigree and provide a relevant visual contrast, we used a combination of Sirio Stardust and Aurum papers. As a symbol of a royal invitation, we enclosed the invite with a royal seal.

The Brief

The Royal Opera House Muscat was about to begin its inaugural season with the opera Turandot by Puccini. Members of royal families and foreign dignitaries from around the region were being invited to this prestigious event and the invite had to reflect the grandeur of the venue.

How the final design was conceived

Turandot is the story of a merciless Chinese princess who ruthlessly puts young suitors to death when they fail to answer her riddles. Her character has two opposite personalities: one cold and bloodthirsty, and the other, a woman yearning for love. This dual personality is reflected on the two sides of the cover. The front has her intricate gold façade against a symbolic red background, while inside, the debossed impression reveals her true human nature.

Indication of how successful the outcome was in the market

The client was extremely pleased with the concept and the finishing. Every invitee turned up for the prestigious event and the performance was sold out on the first day itself.

Credits

Name Company Role
Meghan Cabral TBWA\RAAD Design Director
Natalia Abboud TBWA\RAAD Brand Leader
Benoit Freyburger TBWA\RAAD Account Director
Phoebe Youssef TBWA\RAAD Account Manager