2013 Winners & Shortlists

Brief Explanation

The challenge was to arrive at a theme and execution that would provoke the viewer to go beyond just a pretty picture into the depth of the story being told.

The Brief

After two world-acclaimed calendars in 2011 and 2012, our client Splash which is the leading high street fashion brand in the Middle East, asked us to push the bar even higher, and take fashion as art worthy of gracing the houses of the masses and fashionistas alike.

How the final design was conceived

We developed the theme 'ROOM 2013' as a metaphor for the world in the year 2013. We then embarked on a collaborative experiment for the first time possibly anywhere in the world, where we invited 12 world famous photographers to give us a peep into ROOM 2013, through their lens. Each one executed one shot telling a story. The result was a calendar that surprised the viewer month after month with a totally different take on the same theme ie ROOM 2013.

Indication of how successful the outcome was in the market

500 Limited Edition Calendars were produced and launched in grand style to Sheiks, fashionistas and celebrities worldwide. 250,000 mass calendars were also produced and given away with purchases made at Splash. This resulted in tremendous PR coverage in traditional media and online, and resulted in increased sales during the period when the calendar was given away with purchases made at Splash.