2012 Winners & Shortlists

The Brief

Target Audience: CEOs, CFOs, Marketing Managers, Government Officials, fellow corporates. The brief: Since our client ADNIP is an integral part of Abu Dhabi, we were asked to create a calendar that showcases the stunning growth of 'the richest city in the world' as Fortune magazine put it.

Creative Execution

The creative is so unique, it demanded printing on transparent sheets. The way the sheets fall over one another and 'build on' the previous sheets is what makes it original. The result in a cityscape that has dimension - it's almost a 3D effect achieved with 2D. On another plane, the calendar helped identify ADNIP as a truly home grown entity, one synonymous with Abu Dhabi's growth itself.

Describe the creative solution to the brief/objective.

A calendar, printed on transparent sheets, that shows a 'progression' of how Abu Dhabi was built - from a fishing hamlet to a bustling city. The growth is tracked with each passing month and, by the end, the complete city is 'built' on the pages of the calendar. The calendar also 'parallels' ADNIP's growth with that of Abu Dhabi. Though much smaller than the city itself, the company, by celebrating the emirate's growth, tends to get synonymous with the progress of Abu Dhabi.

Results

The calendar was received well. It helped change perspective, enabling ADNIP to be seen as a company of national importance and stature.