2017 Winners & Shortlists

The Campaign

Tapping into commonly-used phrases of frustration in English (for expats) and Arabic (for locals), we got jam-packed calendars to do the talking.

Creative Execution

Each line, designed using Outlook-style calendar invites, is an appeal for help; i.e. if your calendar is screaming “FML”, it’s time to get away, with Ethos Travel. Using Arabic text, we designed a specific and unique font-style out of Outlook calendar invites. Each calendar appointment was also customized based on popular jobs and their mundane tasks in the UAE.

Indication of how successful the outcome was in the market

Ethos travel has reported an increase of 28% traffic from the UAE and bookings are expected to increase as well.

To cut through the typical travel ads with offers in January, we targeted the month right after January, when people have had enough of the post-holiday workload and to get away, start planning their summer holidays.