2017 Winners & Shortlists

TAJAWAL STAMPS

Silver
BrandTAJAWAL
Product/ServiceTRAVEL AND HOTEL BOOKING
EntrantJ. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES
CategoryIllustration
Idea Creation J. WALTER THOMPSON DUBAI, UNITED ARAB EMIRATES

The Campaign

Everyone gets the same stamps for travelling to the same destinations but no two travel experiences are the same. So we created stamps that reflect memorable experiences travellers might enjoy between their entry and exit stamps.

Creative Execution

We wrote short stories for each execution and drew detailed scenes to represent the key frames of the stories. With an etching machine, we engraved the scenes on rubber to create moulds for each stamp. We inked the rubber moulds and then with a hand roller, pressed paper on the moulds to create the final stamps. With pictures of the stamps, we designed the ads using Photoshop.

Indication of how successful the outcome was in the market

The ads are part of a bigger strategy that, coupled with other campaigns, have begun the brand’s journey to go beyond communicating deals and other everyday announcements. As a branding exercise, the ads have started to establish the Tajawal brand, as an inspirational booking site. It's too early into the campaign to measure KPIs and reach.

Tajawal wants to represent wanderlust. To encourage travelers to go off the beaten path. To live briefly like a local instead of travelling like a tourist. They believe that it's not only about the destination, it’s also about what you bring to it and take back home. The problem is that most of its everyday communication focuses on offers. We released posters and print ads as part of a bigger strategy to move Tajawal’s communication beyond announcements, everyday deals and the occasional brand video. The target – young adults, age 20-30 – is very focused on high-intensity micro-vacations. Europe is only a few hours away by plane and they very much enjoy condensing a lot of memorable experiences into a fixed time, then getting back home and back to work. The stamps reflect true insights about the destinations- giving our target audience enough space to bring themselves into the ads.

Credits

Name Company Role
Anas Sarraj J.Walter Thompson Dubai Creative Director
Mouran Boutros J. Walter Thompson Dubai Sr. Copywriter
Shine KM J. Walter Thompson Dubai Sr. Art Director
Maria Akmakji J. Walter Thompson Dubai Account Director
Nadia Nahhas J. Walter Thompson Dubai Account Manager
Elie Abi Akar J. Walter Thompson Dubai Sr. Account Executive
Marco Bezerra J. Walter Thompson Executive Creative Director
Heather McDonald J. Walter Thompson, Dubai Head of Production
Alex Murray J. Walter Thompson Copywiter