2013 Winners & Shortlists

PALESTINIAN PRIDE IN A BOX

BrandAL LAMEES DESIGNS
Product/ServiceAUTHENTIC HANDMADE DESIGNS BRAND FOR WOMEN’S WEAR
EntrantWUNDERMAN DUBAI, UNITED ARAB EMIRATES
CategoryFLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Entrant Company WUNDERMAN DUBAI, UNITED ARAB EMIRATES
Advertising Agency WUNDERMAN DUBAI, UNITED ARAB EMIRATES

Brief Explanation

We researched the top 10 boutiques in Dubai that would highly consider such authentic designs. We wanted our invite to reflect Khalifeh’s unique design style and show how with just her needle and thread, she revives memories from her homeland by embroidering Arabic poetry on traditional Palestinian textiles.

The Brief

Al Lamees designs is a business owned by Palestinian / Jordanian entrepreneur, Lamees Khalifeh, who revives her homeland heritage and culture with unique and authentic handcrafts and women’s wear designs that she produces with nothing but her needle and thread. She carries out exhibitions with the release of every new collection. In May 2012, she wanted to capture the attention of niche fashion boutique owners and showcase the authenticity and creativity of her new line and therefore find a place on their shelves.

How the final design was conceived

Our invite demonstrated Lamees Khalifeh's craft – old memories in modern design. We delivered what looked like tailor’s wooden box/kit. On opening it, the invitees saw a wooden thread roll wrapped with a ribbon, made of the traditional Palestinian headdress material (Kufiyyeh) pinned up with a needle. On unrolling it, they discovered an embroidered invitation, written in Khalifeh’s own poetic words.

Indication of how successful the outcome was in the market

The invite left a remarkable impression on the recipients, and succeeded in raising their curiosity about Khalifeh’s creations. 7 out of the 10 Boutiques attended the exhibition. 2 of them agreed to stock and display the Al Lamees Collection in their boutiques. One of them agreed to showcase and promote Al Lamees communication in their Boutique. Pleased with the results and the comments about the authentic invitation design received from her prospective clients, Lamees Khalifeh continues to use the box invitation with a simple change in Date and Time for various exhibitions.

Credits

Name Company Role
Kerry Platts Wunderman Dubai Executive Creative Director
Richa Khan Wunderman Dubai Associate Creative Director
Sarah Berro Wunderman Dubai Senior Arabic Copywriter
Suha Hameed Wunderman Dubai Junior Art Director
Amira Hassan Wunderman Dubai Junior Art Director
May Freij Wunderman Dubai Graphic Designer
Evita Haddad Wunderman Dubai Account Director