SHARJAH CHILDREN'S BOOK FAIR
Brand | DEPT OF CULTURE & INFORMATION - SHARJAH GOVERNMENT |
Product/Service | EVENT |
Entrant | THE BRAND UNION Dubai, UNITED ARAB EMIRATES |
Category | CORPORATE IDENTITY SCHEMES |
Entrant Company
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THE BRAND UNION Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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THE BRAND UNION Dubai, UNITED ARAB EMIRATES
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Brief Explanation
This is not a culture with a traditional of reading. (Even the great regional hero, the founder of the UAE, Sheikh Zayed, went to his grave without ever having learned or read or write. There was no shame in that. Quite the opposite.)
Even today the young prefer comics to books.
The Fair has traditionally looked “educational”. Heavy and serious.
The Brief
Sharjah International Book Fair in it’s 19th year.
Children’s Book Fair a personal project for Sheikha Bodour.
We wanted a section of the Fair that looked like it belonged to the kids. A zone they could own.
How the final design was conceived
When our young designer, Ahmad Issa, told us about the hidden accents that only children use we knew that we had the answer.
We then had to make these accents sing. The colours did that.
Indication of how successful the outcome was in the market
Children came and stayed.
We ran out of collateral on the second day and had to reprint overnight. First time that has ever happened.
Sold more books than ever before (but shouldn’t take credit for that – the numbers are, happily, rising each year).
Credits
Paul Cardwell |
Tbu |
Exec Creative Director |
Simon Parkinson |
Tbu |
Creative Director |
Ahmad Issa |
Tbu |
Designer |