2016 Winners & Shortlists

THE GIRL & THE MOON

BrandTHE CLOSET FASHION STORE
Product/ServiceCORPORATE
EntrantLEO BURNETT DOHA, QATAR
CategoryAmbient Media: Small Scale
Entrant Company LEO BURNETT DOHA, QATAR
Advertising Agency LEO BURNETT DOHA, QATAR

Brief Explanation

This entry is a giveaway product handed directly to consumers at an event. Its purpose is to bring out The Closet’s new identity instantly, from packaging to content. All the person receiving the notebook has to do is to read the story and observe the illustrations enclosed to dive into what The Closet stands for. Our invitation (on the inside cover) for women to explore all their sides and tell their stories is another example of directly linking to the brand. And of course, the link to our website on there leads them to a deeper understanding of our world.

Creative Execution

The marketing plan for this specific giveaway item was implemented during the event planning. It was created specifically for that one night to launch the new brand identity and live on as a unique keepsake for those who attended. All went according to the original plan, as the creative execution fit perfectly with the event’s goal to unveil The Closet’s new identity, its hero story and act as a provocative piece and living memory for our audience to take home.

Results

First and foremost, the product was shared by various influential bloggers in Qatar, showcasing the uniquely illustrated story within the notebook. People grew widely aware of the brand as well, as the format in which the story was presented created buzz and intrigue. Moreover, the women who attended the event were reminded that they forever belong in a world where boldness meets delicacy and mystery is Queen. And most importantly, they were each left with a story to live…and a story to tell.

Credits

Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Sami Saleh Leo Burnett Doha Managing Director
Munah Zahr Leo Burnett Doha Executive Creative Director
Samer Lahoud Leo Burnett Doha Creative Director
Tala AlAli Leo Burnett Doha Senior Art Director
Tala AlAli Leo Burnett Doha Copywriter
Natalie Chahine Leo Burnett Doha Communications Manager
Tania Shoukair Leo Burnett Doha Illustrator