2012 Winners & Shortlists

The Brief

Right Bite was participating in the Dubai Weight Loss Show, a yearly event where health professionals around the country come together to promote their business. It attracts thousands of visitors each year, and Right Bite needed to make a memorable impression. Addressing health concerns such as diabetes and obesity is not a glamorous task. So, inspired by the cheerful personality of the brand, we created a fun and engaging apparatus to bring home the importance of good health in a less severe way and provide some fun memorabilia of the brand after the show.

Creative Execution

Measuring waistlines is not everyone's favourite thing to do, but because it's so important to monitor your waistline, we wanted to make it a fun and intriguing activity. The types of food we chose range from very healthy, to unhealthy and as the centimetre markings go up, the food types gradually start to get worse and worse. Bringing to life that very appropriate notion, you are what you eat.

Describe the creative solution to the brief/objective.

We devised a fun and engaging tape measure that reflects the playfulness of their visual identity, using images of bite sized food that reflect the number markings on the tap measure. This little keepsake would remind them about Right Bite, prompting them to ring up for a consultation. The tape measures were wrapped around a card holding device, which tells a little story about tape measures and the importance of maintaining a healthy waistline, while of course also stating Right Bite's contact details.

Results

Each and every one of the 500 measuring tapes at the the Dubai Weight Loss Show were picked up. That's 100% of the customer target base. Although the tape measures were initially conceptualised for the event alone, the client is now considering placing them inside the meal packs that would be delivered to the customer. Since the event was only recently held on the 27th January, it is too early to quantify the response rate. However, in the few subsequent days, a greater than average amount of customers have rang in to inquire about Right Bite's services.