2014 Winners & Shortlists

Brief Explanation

The main objective was to increase abaya design applications and attendance to the event- The challenge was to relay the event mechanics in an interesting and attractive way.

The Brief

To promote the Red Bull event “Stitched” - an abaya design competition. Targeting and inviting Saudi females to participate and explore artistic and creative aspects of abaya fashion design. They are invited to attend this all women event that includes an elaborate fashion show of all the abaya designs submitted.

How the final design was conceived

In order to reflect the Red Bull “Stitched” theme. We created custom made coasters and distributed them at key touch points, mainly cafes, restaurants and universities. This was not just an ordinary coaster but one that invited them to actually creatively stitch the coaster with a needle and thread set incorporated along with it

Indication of how successful the outcome was in the market

Within 4 weeks Red Bull got 3,193 applications( source: red bull administration) 115,000 votes on the designs (source: www.Redbullmea.com/stitched). The 20 Final designs were showcased in front of a crowd of 200 people- Double the attendance rate expected by Red Bull (source: Red bull administration)