2014 Winners & Shortlists

BEYOND THE ARABIC ALPHABET

Bronze
ClientKAIRO
ProductADVERTISING AGENCY
EntrantKAIRO Cairo, EGYPT
Type of EntryDesign
CategorySelf-Promotion
TitleBEYOND THE ARABIC ALPHABET
Product/ServiceADVERTISING AGENCY
Entrant Company KAIRO Cairo, EGYPT
Advertising Agency KAIRO Cairo, EGYPT

Brief Explanation

How can we translate that knowledge into eye-candy, through typography, colour, materials, binding, printing, embossing, and overall handmade craft.

The Brief

Kairo, the new independent Advertising Agency of Egypt wanted to demonstrate through a DM piece, that was sent to both clients and the creative community of the Middle East, the wealth of Kairo's knowledge and our ability to derive meaning, find inspiration and change perception of things that most people take for granted.

How the final design was conceived

Letters of the Arabic Alphabet have meanings and secrets far beyond their phonetic sounds. Inside this Box is a set of three typographic booklets along with three posters attached inside each one of them that explore three letters of the Arabic Alphabet, through experimental typography, in a quest to reveal some of the beauty and mystery of a culture constantly misjudged.

Indication of how successful the outcome was in the market

50 DM boxes were sent out to clients and the creative community. We received more than 150 additional requests to buy our DM boxes, which are currently in the making. In addition to a handful of new business leads.

Credits

Name Company Position
Hesham Ellabban Kairo Executive Creative Director
Montasser Khalil Kairo Creative Director
Nora Aly Kairo Art Director
Nora Aly Kairo Typographer
Hesham Ellabban Kairo Writer
Sameeh Selim Kairo Managing Partner/Head Planner
Mahmoud Dogheim Kairo Account Manager/Planner
Gina Nagi GN Binding