2013 Winners & Shortlists

PAPERBATICS

Short List
Client/BrandABU DHABI AIRPORTS COMPANY
Product/ServiceABU DHABI AIR EXPO
EntrantY&R DUBAI, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryPOSTERS
Entrant Company Y&R DUBAI, UNITED ARAB EMIRATES
Advertising Agency Y&R DUBAI, UNITED ARAB EMIRATES

Brief Explanation

The challenge was to convey the excitement and dynamism of a 3-D spectacle using a 2-D space, in this case using single sheets of poster paper. Above all, we needed to design something that would stand out, draw people’s attention and represent the incredible show put on by the planes in a creative way.

The Brief

Create posters that will generate excitement and attract people to come and see the aerobatics displays during the Abu Dhabi Air Expo.

How the final design was conceived

Since our medium was a 2-D space and we wanted to showcase 3-D movement, we took single sheets of paper and started bending, folding, curling and twisting them to mimic the maneuvers performed by the planes in the sky.

Indication of how successful the outcome was in the market

The Abu Dhabi Air Expo is scheduled to take place after the date of this submission, so outcome has not yet been fully recorded, although at the time of this submission ticket sales were already up 10% from last year. The posters have also become very popular and the client has asked us to print extra copies to give away at the event to VIPs and business partners.

Credits

Name Company Position
Shahir Zag Y&R Dubai Chief Creative Officer
Ryan Reed Y&R Dubai Creative Director/Art Director
Dario Albuquerque Y&R Dubai Senior Copywriter
Nazek Fawaz Y&R Dubai Account Manager
Binnu Cherian Y&R Dubai Production Manager
Amin Soltani Y&R Dubai Head Of Production
Elham Bourani Abu Dhabi Airports Company Senior Press Office Manager
Helgi Oskarsson Freelance Visual Effects Artist