2017 Winners & Shortlists

The Campaign

Creative Idea We chose a format of 320mm 320mm and finished the book in a material that would reflect the materials used in the construction of the hull and the manufacture of the sails. We made use of various production techniques including; embossing, foiling and varnish to create a look and feel that was very similar to the brand identity of AZZAM the winning boat. The interior pages were a mixture of purely graphic, photographic and text and images.

Creative Execution

Execution We created a stunningly simple square black box covered with imitation Kevlar. We used Winter’s Carbon X- Black which has the appearance of Kevlar a material used extensively in the hull and sails of AZZAM. The name was embossed and foil blocked is gloss yellow and grey contrast stitching completed the look. The cover of the book uses the same treatment. The pages were edged in silver foil and the format of 320mm x 320mm gave us beautifully sized spreads on which to display some of the stunning photography without making the book too bulky and unmanageable for the reader. Bold graphic pages reflecting AZZAM’s brand identity divided the chapters up and we mixed the spreads up so that some were visual and some were a mixture of images and text in order to have a document that changed pace in order to maintain the interest of the reader.

Indication of how successful the outcome was in the market

Result The Book was enthusiastically received by our client and HH Sheikh Mohamed Al Nahyan who ordered additional copies. The partners, sponsors and crew were all thrilled with their copies and because we limited the print run each recipient felt they were being given a limited edition piece of history.

Strategy The book was presented in a simple black box. The first half told the story of the considerable challenges that AZZAM and her crew had to overcome in their first attempt and the lessons they learned. The second half was more upbeat and celebrated their achievement in winning the race at the second attempt. The look and feel was designed to reflect the brand of AZZAM and the excitement and drama of this race – one of the ultimate nautical challenges.