2014 Winners & Shortlists

The Brief

Brief: The Closet (a high-end fashion boutique that sells unique designer dresses/pieces) announces the opening of their new store at The Pearl. Objective: To drive as many Qatari ladies as possible to visit the store.

Creative Execution

A trendy woman doesn’t mess around. She wants exclusivity, especially when it comes to fashion. She doesn’t wear an outfit twice, and would rather die than see another woman in the same dress she’s in.

Describe the creative solution to the brief/objective.

Using perforation, we’ve created an ad that a reader can tear out to keep The Closet’s address (and the dress she wants) all to herself.

Results

This special execution print ad created a big buzz amongst the Qatari ladies, and it became a tool/game to tease each others. In the first few days after the opening, the number of women who visited the store was more than double the expected number.