2012 Winners & Shortlists

The Brief

'Nothing is impossible' is the slogan of the American University in the Emirates. To promote the University students got together and created fashion for under water, documented the event, sold items online and then gave parts of the profit to a foundation that protects local Marina Life and beaches. The media and PR coverage was immense. Young people took initiative and showed that the future is bright and full of innovation.

Describe how the promotion developed from concept to implementation

The concept started as a small project in a media class and developed into a huge phenomenon in the Emirates. Media interest was huge as it combined new local talent, art, business and environmental awareness.

Describe the success of the promotion with both client and consumer including some quantifiable results

The promotion has put American University in the Emirates into a different category. Now the media is looking forward to updates from an education sector (unheard of before) and consumers such as local talent now know where to go when they want a good education and innovative approach - the liberty to think outside the box.

Explain why the method of promotion was most relevant to the product or service

The method was to combine media, art, fashion, business and charity in one. Students learned how important a concept is and how it can beautifully combine all of these elements in the hight of e-com businesses. It should encourage the new generation to think in an innovative way, outside the box and make things happen.