2012 Winners & Shortlists

Brief Explanation

We wanted our audience to feel that pop culture is something that belongs to them, and not perceive it as something foreign. After all, international music is part of their everyday life.

The Brief

Merge 104.8 is an English-language radio station targeting the Arab youth. It celebrates the mix of Arab and western cultures. Our brief was to communicate that in a graphic way.

How the final design was conceived

Each poster illustrates a western pop music icon styled in local Omani dress to reflect the unique cultural mix embodied by Merge 104.8.

Indication of how successful the outcome was in the market

By the time we entered the posters into the competition, they had not yet reached the market. Nevertheless, initial client feedback indicates a future 360 campaign based on this idea.