Brand | MASAFI |
Product/Service | MASAFI MINERAL WATER |
Entrant | TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES |
Category | PREMIUMS & GIVEAWAYS |
Entrant Company
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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TBWA\RAAD UAE Dubai, UNITED ARAB EMIRATES
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The Brief
Create a 2013 wall calendar that tells the Masafi story: pure natural mineral water from the foothills of the Masafi mountains.
Creative Execution
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.
Describe the creative solution to the brief/objective.
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.
Results
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
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 |
Martin Lever |
Tbwa\raad |
Executive Creative Director |
Weam Elhila |
Tbwa\raad |
Senior Account Executive |
Hazem Atieh |
Tbwa\raad |
Production Manager |
Girish Sapalya |
Tbwa\raad |
Retoucher |