2014 Winners & Shortlists

Brief Explanation

On its own, the CDs are not a quick sell. They feature only local artists, which means they are mostly unsigned acts performing original songs rarely heard in the mainstream. The packaging had to help make up for this. The design had to be attractive enough to push sales - so that more money can be sent to the typhoon victims.

The Brief

On November 8, 2013, Typhoon Yolanda struck the Philippines. It killed 6,201 people and left 11 million homeless. In Dubai, Illustrado Magazine united 28 bands in a double-CD release called Chorus DXB, with all proceeds going to the typhoon victims. The CD packaging needed a design that reflected its objective of raising funds for charity.

How the final design was conceived

After the storm, people around the world scrambled to send help. Donations in the form of currogated brown boxes became a familiar sight in the media – the very inspiration behind the Chorus DXB packaging. Those who bought the CD can follow the printed instructions and turn the packaging into a miniature brown box, like the ones sent to the disaster area. A symbol of their goodwill.

Indication of how successful the outcome was in the market

The CDs were launched at a live concert. Donors wrote their name on a designated space on the side of the box. As more and more CDs were bought, the boxes began to pile up, letting the audience know the progress of the fundraising. Over 500 CDs have been sold so far.