2014 Winners & Shortlists


CategoryCorporate Image & Information
Advertising Agency FP7/DXB Dubai, UNITED ARAB EMIRATES

The Brief

With our portfolio of clients ever-growing, we set out to expand our creative department and hire new creative talent. However, finding great talent in the region is constant challenge. Online postings were not attracting the right people and headhunters charged exuberant fees.

Creative Execution

Each book was personalised to our prospective hires in a truly memorable way and highlighted how they could advance their careers with us. We transformed each book into a potential job interview and disguised them to look like industry self-help books so that they would go relatively unnoticed when delivered to prospective hires. To ensure they picked up the phone and called us, we placed a phone in their hand, giving them direct access to our ECD at any time of the day. The Poaching Phone also helped eliminate the expensive cost of using recruiters, which kept management happy.

Describe the creative solution to the brief/objective.

We decided to do our homework and go after the people we really wanted to join our team. So, we created the Poaching Phone - The ultimate recruitment tool that infiltrated Dubai's top Advertising Agencies and attracted their best talent. A mobile phone was programmed with only one number in the contact list of the phone, our ECD's number. It was then cleverly disguised inside the pages of our beautifully designed faux industry self-help books and sent to prospective hires. We shortlisted 4 potential candidates from competing agencies and sent them the Poaching Phone.


We had 100% response rate within our first week of delivering the Poaching Phones. Our ECD received 3 phone calls from our shortlisted candidates. In a little over a month, we hired 4 new creatives to our team: A world-class Art Director, An incredibly talented Design Director, and a Young Lions winning team. Projected cost of traditional recruitment fees: AED 300,000 ($81,967). Total cost of creating the Poaching Phone Book: AED 6,000 ($1,639) Total cost of the Mobile Phones: AED 0! (thanks to our Sony client for donating them to us. Total savings: 98% of our projected recruitment cost.


Name Company Role
Paul Banham FP7/DXB Executive Creative Director
Husen Baba FP7/DXB Creative Director
Paul Banham FP7/DXB Creative Director
Ali Mokdad FP7/DXB Creative Group Head
Husen Baba FP7/DXB Art Director
Paul Banham FP7/DXB Art Director
Joseph Alipio FP7/DXB Art Director
Ali Mokdad FP7/DXB Art Director
Ali Mokdad FP7/DXB Copywriter
Paul Banham FP7/DXB Copywriter
Ryan Atkinson FP7/DXB Head Of Design
Khalid Hamza FP7/DXB Agency Producer
Nina Mourad FP7/DXB Advertiser Supervisor
Jaques Mulder Muddville Director
Ashraf Mohammed/Unny Editor
Adam Browning Hill Photographer
Laila Mokdad FP7/DXB Junior Designer