2013 Winners & Shortlists

Brief Explanation

There are numerous classic car enthusiasts in the UAE and our key objective is to establish Living Classics as the garage of choice for vintage car owners; we chose a visually-appealing and memorable approach that plays off the horror of a poorly maintained classic car.

The Brief

Recently established in Dubai, Living Classics is a car body repair workshop that renovates and restores classic cars. Our task was to create awareness of this specialist garage.

How the final design was conceived

Classic cars are objects of desire; loved with an intense passion that only the owner understands. Now imagine how unappealing an unloved classic car looks. We took iconic emblems of famous cars and made them appear neglected: the Angel has fallen from grace; the Predator is about as aggressive as a starving old tomcat; a creative approach that is designed to tug at the heartstrings of classic car owners.

Indication of how successful the outcome was in the market

The recent roll-out of the campaign leaves no ready data in terms of sales success.