2012 Winners & Shortlists

The Brief

Aziz Hmeid is a personal trainer based in Dubai, looking to expand his clientele in the market. He wanted to introduce himself to fitness-conscious people who were currently using their community gyms without any guidance or not working out at all. Our challenge was that the market is already saturated with personal trainers. In order to grab attention, Aziz had to do something that would stand out and speak to his audience in a unique way.

Creative Execution

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. This was both a unique design for a business card, and also something that demonstrated his offering in a fun way. Telling people that with his proper direction and guidance they could create any muscle they wanted to.

Describe the creative solution to the brief/objective.

We used the basic, small folds of Origami to create a business card that transforms into a flexing bicep. Both arts – Origami and muscle building require the same process – i.e. following the right directions. We used this as an opportunity to introduce Aziz as Mr. Muscle Builder to our audience. While the concept is simple, execution is far from it, as Origami is very rarely created with such little paper, as we did. We pushed the art to its limits by applying it to a business card.

Results

Since the card doesn’t require thick paper, we were able to print a large amount of cards for a very affordable price. The card was given away at 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.