2014 Winners & Shortlists

The Brief

Eid al-Fitr marks the end of Ramadan and is celebrated by Muslims worldwide. To share the joyful Eid ambiance with our partners and friends at Qatar Foundation, every year TBWA designs and sends greeting cards. But this year, we wanted to create something different.

Creative Execution

Usually a greeting card is opened, read and then quickly put to the many other greeting cards received. To break this convention and really stand out, we wanted something eye catching and engaging, yet meeting the Eid spirit of family togetherness and the Arabesque culture in Qatar.

Describe the creative solution to the brief/objective.

To involve people and give some joyful moments, we decided to apply the idea of „Co-Creation“ to our greeting card: Attached to the card were a needle and thread, so people could follow the pattern on the card to create the Arabesque design.

Results

We got an amazing feedback from the people at QF for this greeting card, which has meanwhile become a symbol for the good collaboration between client and agency. People told us with a smile how they joyfully ”co-created“ the design. And, whenever we met in their offices the following weeks, we couldn’t see a single greeting card which pattern had not been carefully stitched.