2013 Winners & Shortlists

NEVER HIDE YOUR JEWELRY

Short List
BrandMUKHI SISTERS
Product/ServiceNEW COLLECTION
EntrantRÉPUBLIQUE Beirut, LEBANON
CategoryUSE OF AMBIENT MEDIA: SMALL SCALE
Entrant Company RÉPUBLIQUE Beirut, LEBANON
Advertising Agency RÉPUBLIQUE Beirut, LEBANON
Media Agency RÉPUBLIQUE Beirut, LEBANON

Results and Effectiveness

We immediately felt a response after sending the phone covers out to a number of Mukhi Sisters’ best clients. It became a hit on Instagram and other social media outlets, as our recipients and their friends took pictures of themselves with the phone covers. The Mukhi Sisters store was inundated with requests to purchase the phone covers. The increased traffic to the store for the covers lead to a welcomed increase in sales. The overall outcome of the cover further expanded the Mukhi Sisters’ appeal with its target audience, showing the playfulness and humor they wanted to portray.

Creative Execution

Becoming just as much of an accessory as any other, our phones are always at our ear, with the one disadvantage of hiding our prized jewelry. We decided to give our customers a way to show off both of their treasured accessories by creating a phone cover that would never hide their jewelry. By using the phone cover as our media our current clientele became human billboards for the brand. Their use of their phones around their community would both represent the user's connection to the brand and expose the Mukhi Sisters to our exact target audience. With the optical illusion technique of the ear wearing the Mukhi Sisters’ designs we created a simple, yet intelligent way of portraying the brand’s unique sense of humor and personality.

Insights, Strategy and the Idea

Mukhi Sisters is a brand of hip, young jewelry, designed with attitude. Being a relatively new brand with not a lot to spend on communication, Mukhi Sisters wanted to find simple, yet effective communication that would announce the launch of their 2013 collection and represent their brand in a sophisticated and trendy way to both their current clientele and potential clientele. Their target audience is young and fresh thinking. They don't connect to the jewelry brands their mothers wear and are always on the lookout for new, alternative designs in jewelry. Mukhi Sisters' jewelry offers them high-quality jewelry they can be proud of with designs they feel represent their style. Our idea of the phone cover represented their attitude towards jewelry and spoke to our target using both their language and attitude through Mukhi Sisters' personality.

Credits

Name Company Role
Fadi Mroue République Creative Director