2015 Winners & Shortlists

The Brief

Announcing and encouraging participation in an award program through a direct mailer (brochure) that promotes an innovative culture in the region that will serve as a catalyst for driving national growth, regional engagement and community development in a manner that results in a lasting sustainable legacy for Qatar, the Arab region and beyond. The brochure aimed at rallying Arab innovators, as well as potential partners and ambassadors around the Challenge 22 innovation award.

Creative Execution

Challenge 22 aims to unite, inspire and challenge the region’s brightest minds, providing innovative thinkers with the opportunity to potentially have their ideas showcased in front billions in 2022 and beyond. By nurturing promising ideas, Challenge 22 will build a lasting legacy of innovation in the Middle East. The brochure’s belly wrap which can be planted is a reflection of the ideas that will come up in the region and will be nurtured to fruition by Challenge 22.

Describe the creative solution to the brief/objective.

The beautifully designed brochure is equal parts communication and innovation. It covers all the essential details of the innovation award program, and also contains an idea worth sharing – paper that contains actual seeds. Once the user has finished reading the brochure, the belly wrap can be physically planted in a garden, resulting in beautiful plants that make a lasting impact. What better way to show the potential of an idea?

Results

The brochure succeeded in delivering the necessary information for applicants with the essence of the award's program itself; bringing ideas to life which can have a lasting impact on the world.