2017 Winners & Shortlists

The Campaign

A poster that doesn’t just turns heads; it tilts them. To raise awareness and cut through the clutter, we created an event poster that is a new twist on an all-too-familiar medium. It looks like a poster hanging crooked, but on second glance you see it’s hung just perfectly. A simple die-cut turns any surface into a staircase. The wall itself becomes part of the communication.

Creative Execution

The die-cut was a simple, inexpensive way to transform the medium and grab attention in a few key locations. We created A2 prints and placed them in high-traffic areas - not just fitness centers and gyms, but also in the busiest business towers and business hubs.

Indication of how successful the outcome was in the market

Dubai Holding didn’t just match last year’s 290 registrations - it sprinted past them by 25% to 363 runners on race day.

Our primary audience was runners and potential raceday participants. But our communication had an important secondary audience. We knew that even though only a few hundred people could sign up for SkyRun, we wanted thousands to see our communication and become aware of Dubai Holding’s role in wellness initiatives across Dubai. That’s why we created a race poster that catches the attention of runners and non-runners as well.