Brand | THE CHANGE INITIATIVE |
Product/Service | THE CHANGE INITIATIVE |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | POSTERS |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Brief Explanation
In a city where living extravagantly is the norm, wastage is a key challenge faced by our society today. Many people in Dubai are also not aware of what sustainability is or believe it comes with a great deal of effort. We need to make sustainability seem as effortless as possible.
The Brief
The Change Initiative is Dubai’s first sustainable marketplace, offering over 5,000 simple solutions to be more environmentally responsible. The Change Initiative wanted to promote a sustainable lifestyle to people in Dubai, demonstrating how easy it is to follow.
How the final design was conceived
To spread our message, we put our philosophy into practise. We designed In-Store posters using both sides of the paper. When these posters were placed on our storefront window, the sunlight revealed a surprising message printed on the back.
Indication of how successful the outcome was in the market
By simply printing on the back, these ads positioned sustainability in a new light to people in Dubai. The posters generated positive comments from a number of existing and new customers visiting our store, with some making a pledge to follow in our example.
Credits
Leonardo Borges |
Memac Ogilvy |
Art Director |
Kareem Shuhaibar |
Memac Ogilvy |
Copywriter |
James Bisset |
Memac Ogilvy |
Copywriter |
Sascha Kuntze |
Memac Ogilvy |
Associate Creative Director |
Ramzi Moutran |
Memac Ogivy |
Creative Director |
Parisa Chum |
Memac Ogilvy |
Account Director |
Sahira Ladha |
Memac Ogilvy |
Senior Account Executive |