2013 Winners & Shortlists

PURE INSPIRATION

Short List
Client/BrandMASAFI
Product/ServiceMASAFI MINERAL WATER
EntrantTBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
Type of EntryDesign
CategoryFLYERS, TICKETS, INVITATIONS, POSTCARDS, CALENDARS, CHRISTMAS AND OTHER GREETINGS CARDS
Entrant Company TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
Advertising Agency TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES

Brief Explanation

Promotional wall calendars often are destined for the trash bin. They are functional, visually vulgar… simply put, over-promotional. The objective was to create a design solution inspired by the unique physical qualities of our product. Turn the purity of Masafi water into inspired media to inspire those who choose to hang the calendar on their wall.

The Brief

Create a 2013 wall calendar that tells the Masafi story: pure natural mineral water from the foothills of the Masafi mountains.

How the final design was conceived

Paper marbling is an ancient art technique. It uses special oil paints that float, allowing you to create artwork on the surface of water. Once the pattern is crafted, it gets transferred onto paper. There is one catch, any impurities in the water, and the paint sinks. We created a calendar not just inspired by the natural beauty of the Masafi mountains, but actually created using its pure water itself. 12 unique pieces of artwork that celebrate the source, the story and the quality of Masafi water.

Indication of how successful the outcome was in the market

Not only did we create a unique piece of art inspired by and created using the product, Masafi water itself became the perfect medium. Instead of the same old corporate calendar, Masafi brought the Masafi story to life. A unique way to demonstrate the product benefit… and an inspiring way to start a new year.

Credits

Name Company Position
Rollan Rodriguez TBWA\Raad Senior Designer
Feras Sobh TBWA\Raad Senior Designer
Deger Cotelioglu TBWA\Raad Senior Copywriter
Ian Carvalho TBWA\Raad Group Account Director
Sharmeely Brito TBWA\Raad Account Director
Makram Haider Masafi Category Marketing Manager
Reginald Randall Masafi Ceo
Intikhab Alam Masafi Marketing Manager
Weam El Hila TBWA\Raad Senior Account Executive
Martin Lever TBWA\Raad Executive Creative Director
Hazem Atieh TBWA\Raad Producer
Girish Sapalya TBWA\Raad Retoucher