2017 Winners & Shortlists

THE ARROWMAKERS

BrandPUBLICIS ME, DUBAI
Product/ServiceAGENCY SELF-PROMOTION
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategorySelf-Promotion
Idea Creation PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES

The Campaign

As an agency, our craft is a passionate one. It's only fitting that the things we draw inspiration from reflects this passion as well. Drawing inspiration from the cuneiform, one of the oldest forms of art, we created a stunning set of painstakingly-designed handmade posters. Every etch on the posters was done by hand; the etches resembled tally marks that mark the passage of time to always remind us that it takes time to make things original and beautiful.

Creative Execution

Drawing inspiration from the cuneiform, one of the oldest forms of art, we created a stunning set of painstakingly-designed handmade posters. Every etch on the posters was done by hand; the etches resembled tally marks that mark the passage of time to always remind us that it takes time to make things original and beautiful. We commissioned a reticent artist, Yayati Godbole, to bring the arrowmaking philosophy to life. Over a period of one month, these posters were hand-drawn etch-by-etch to stunning works of art.

Indication of how successful the outcome was in the market

With these posters gracing our hallways, cafeteria and workspaces, they serve the agency as constant reminders to look for sharper insights, draft sharper briefs, create sharper ideas and craft sharper executions. Indeed, the inspiration is so impactful that not only have we raised the standard of our everyday work, but our posters also caught the attention of several of our clients who have asked for replicas to be displayed in their offices as well.

Agencies exist to create impact with ideas that change the way people think and feel. To inculcate this work philosophy in the agency, we began by changing the very definition of what an idea is; we inspired people to think of ideas as being arrows. This is philosophy of "arrowmaking". The one-of-a-kind posters we created on this insight, grace our hallways, workspaces and cafeterias, and serve as constant reminders to everyone working in Publicis Middle East to look for sharper insights, draft sharper briefs, create sharper ideas and craft sharper executions.

Credits

Name Company Role
Jan Leube PUBLICIS ME, DUBAI REGIONAL EXECUTIVE CREATIVE DIRECTOR
Bechara Mouzannar PUBLICIS ME, DUBAI CCO
JAN LEUBE PUBLICIS ME, DUBAI CREATIVE DIRECTOR
HUSEN BABA PUBLICIS ME, DUBAI CREATIVE DIRECTOR
VIJAY SIMON PUBLICIS ME, DUBAI CREATIVE DIRECTOR
JAN LEUBE PUBLICIS ME, DUBAI COPYWRITER
JAN LEUBE PUBLICIS ME, DUBAI COPYWRITER
BRADEN DEATCHER PUBLICIS ME, DUBAI SENIOR COPYWRITER
HUSEN BABA PUBLICIS ME, DUBAI ART DIRECTOR
HUSEN BABA PUBLICIS ME, DUBAI SR. ART DIRECTOR
HAITHAM MEDHAT PUBLICIS ME, DUBAI SENIOR ART DIRECTOR
YAYATI GODBOLE PURPLED CONSULTANCY ILLUSTRATOR
Louai Eldandachly OPTIMEDIA MEDIA BUYING MANAGER