Brand | SPLASH |
Product/Service | FASHION STORE |
Entrant | THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES |
Category | FLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS |
Entrant Company
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THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
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Brief Explanation
Since in Saudi Arabia you cannot show women's faces and skin, the biggest challenge for this fashion brand was to create a Calendar through an art form that customers ranging from Sheikhs and Ministers, to the common public, would equally be proud of displaying in their Palaces, Ministries and homes.
The Brief
Splash, the leading high-street fashion brand in the Middle East, for the first time ever, asked us to create an Islamic Calendar, to target their conservative Muslim customers especially in their largest market ie. Saudi Arabia.
How the final design was conceived
We decided to interpret 12 of Allah's 99 names through calligraphy, an art form that has a long and distinguished tradition in the Middle East. We commissioned one of the world's leading calligraphers to interpret 12 names of Allah. Work of this calibre generally grace art galleries and museums, and through the Splash Islamic Calendar we wanted to make it accessible to the world at large.
Indication of how successful the outcome was in the market
The Limited Edition Splash Islamic Calendar (500 pieces) was launched in Saudi Arabia by a leading Sheikh, with other Royalty and Ministers in attendance. 250,000 mass calendars were also produced and were given away with purchases made at Splash Stores across the Middle East. The Splash Islamic Calendar generated tremendous publicity and goodwill in traditional media and online, and the sales of Splash soared during the period when the Islamic Calendar was given away with purchases.
Credits
John Mani |
The Classic Partnership Advertising |
Chief Creative Officer |
Vitthal Deshmukh |
The Classic Partnership Advertising |
Chief Creative Officer |
Alok Gadkar |
The Classic Partnership Advertising |
Executive Creative Director |
Alok Gadkar |
The Classic Partnership Advertising |
Art Director |
John Mani |
The Classic Partnership Advertising |
Copywriter |
Kamal Salih |
The Classic Partnership Advertising |
Arabic Copywriter |
Saleem Mohammed |
The Classic Partnership Advertising |
Account Manager |
Wissam Shawkat |
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Arabic Calligrapher |