2016 Winners & Shortlists

Brief Explanation

The Abu Dhabi Sports Council (ADSC) was created to support and monitor sports clubs and sport institutions in the Emirate of Abu Dhabi and to supervise sporting events held in Abu Dhabi to make sure they comply with the international standards.

The Brief

The 2016 Championship attracted a world-class playing field and hosted the best off-course entertainment of any regional sporting event. The campaign was required to run in Arabic and English. The creative concept needed to be adapted for tactical ads to target the following: Core golf fans (player focused) Families (off course family-fun focused) Women (Ladies Day focused) Emiratis (off course family-fun focused) The creative was required to: • Drive footfall to the Championship • Build event awareness around the Championship and its world class playing field • Showcase the fun-filled entertainment and events off the course

How the final design was conceived

We created a series of key visuals that focussed on the world-class playing field. Each player was featured as a portrait and in action. The compositions also included Abu Dhabi landmarks to ensure that the posters had a sense of place. In addition we created posters using the same style that promoted 'Ladies day' and the host of family activities off course. We went on to create posters featuring multiple player combinations to further promote the quality of the player field. All the posters had a very strong graphic and typographic style which gave them a strong sense of identity. Ultimately we carried the same graphic theme across collateral such as programmes, passes and event signage.

Indication of how successful the outcome was in the market

The creative concept gave us the flexibility to promote the key players either individually or in combination. The stylish compositions and modern look and feel positioned the Championship as one of the leading events in the capital. The creative concept was also flexible enough to allow us to promote the off course activities while still maintaining a consistent look and feel. The campaign got universally great comments from our client, the players, sponsors and peers about the campaign. Our client said it was the best campaign they have ever had for the event and visitor numbers were up 12% to 73,000 over last year.