2016 Winners & Shortlists

Brief Explanation

KAHRAMAA is the sole distributer and operator of electricity and water in Qatar. It founded Tarsheed as a national conservation program to raise awareness around the importance of energy and water sustainability and conservation.

The Brief

The Tarsheed Conserving Building Competition is an award created to recognize buildings that incorporate, support and promote best practices in conservation of natural resources. They needed to approach buildings constructors and managers in an unconventional way, to drive registration while promoting the importance of the competition.

How the final design was conceived

We needed to attract the attention of a specific crowd. Our direct mailer acted as a thank you gift for the role their buildings have had in promoting sustainability, while encouraging each of them to register. The objective was to have both the bottle design as simple as possible, focusing on the idea. Our audience constitutes busy professionals with little time to spare, so our direct mailer needed to grasp their attention immediately. That’s the reason for opting for a transparent glass with minimal details on the label, keeping only the necessary graphic elements and copy to deliver the message, using a simple and clean typo.

Indication of how successful the outcome was in the market

The Bottled Air was extremely well received by the target audience, and not only delivered the message in a nice and surprising way but also helped in positioning Tarsheed, and consequently KAHRAMAA, as modern brands. After delivering 500 bottles, all the invitees have either confirmed their participation or are in the process of doing so. Based also on indications and inquiries from the target group, the client is expecting an increase of 35% in registrations compared to the last year’s edition.