2013 Winners & Shortlists

LEAD BY EXAMPLE

BrandTHE CHANGE INITIATIVE
Product/ServiceTHE CHANGE INITIATIVE
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryPOSTERS
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

Brief Explanation

In a city where living extravagantly is the norm, wastage is a key challenge faced by our society today. Many people in Dubai are also not aware of what sustainability is or believe it comes with a great deal of effort. We need to make sustainability seem as effortless as possible.

The Brief

The Change Initiative is Dubai’s first sustainable marketplace, offering over 5,000 simple solutions to be more environmentally responsible. The Change Initiative wanted to promote a sustainable lifestyle to people in Dubai, demonstrating how easy it is to follow.

How the final design was conceived

To spread our message, we put our philosophy into practise. We designed In-Store posters using both sides of the paper. When these posters were placed on our storefront window, the sunlight revealed a surprising message printed on the back.

Indication of how successful the outcome was in the market

By simply printing on the back, these ads positioned sustainability in a new light to people in Dubai. The posters generated positive comments from a number of existing and new customers visiting our store, with some making a pledge to follow in our example.

Credits

Name Company Role
Leonardo Borges Memac Ogilvy Art Director
Kareem Shuhaibar Memac Ogilvy Copywriter
James Bisset Memac Ogilvy Copywriter
Sascha Kuntze Memac Ogilvy Associate Creative Director
Ramzi Moutran Memac Ogivy Creative Director
Parisa Chum Memac Ogilvy Account Director
Sahira Ladha Memac Ogilvy Senior Account Executive