2013 Winners & Shortlists

Results and Effectiveness

Depending on the time of day, the same ad is both a teaser and a reveal thanks to an innovative dual-sided print and a solar powered backlit billboard. The message is only completed at night, when the light shines through revealing what’s printed on the back of the canvas. The backlit billboard served to perfectly imitate the performance of the product. It used eco-friendly innovation – fundamental to our client and our target audience. Most importantly it teased Dubai’s commuters on their way to work, and surprised them on their way home.

Creative Execution

Depending on the time of day, the same ad is both a teaser and a reveal thanks to an innovative dual-sided print and a solar powered backlit billboard. The message is only completed at night, when the light shines through revealing what’s printed on the back of the canvas. The backlit billboard served to perfectly imitate the performance of the product. It used eco-friendly innovation – fundamental to our client and our target audience. Most importantly it teased Dubai’s commuters on their way to work, and surprised them on their way home.

Insights, Strategy and the Idea

The Change Initiative is a new shopping destination in the UAE. The store encourages people to make responsible lifestyle choices by promoting sustainable living with products that are stylish and eco-friendly. They asked us to advertise the Solarmate Garden Light – a solar powered light that recharges when it’s not in use. We wanted to demonstrate the product’s credentials with an eco-friendly solution by getting the brand, the product, the message and the medium to work seamlessly.