2018 Winners & Shortlists

VEILS OF PRIDE

BrandMAK
Product/ServiceHIJAB
EntrantGREY MENA Dubai, UNITED ARAB EMIRATES
CategoryPackaging Design
Idea Creation GREY MENA Dubai, UNITED ARAB EMIRATES
Idea Creation 2 MAK DUBAI, UNITED ARAB EMIRATES

The Campaign

Using a cultural symbol that is being misinterpreted by the world today, we used the Hijab (veil) to tell the stories of many extraordinary Arab women and their achievements - through bold, black calligraphic expressions in Arabic, that were embroidered on to Hijabs. The calligraphy was delicately embroidered onto timeless black veils. Each portrait celebrated female ambitions and was used to transform a simple hijab into a robe of potential and pride. This not only made the Hijabs have a voice but also encouraged many to wear their beliefs and culture.

Creative Execution

The age-old art of Arabic calligraphy was used as the design device, lending a powerful voice to every veil. Working with artist and calligrapher Maher Housn, we interviewed more than 10 successful Arab women and experimented the best ways to transform their most powerful quotes. From the style of wearing their veil to the fluidity of the Arabic calligraphy, every veil became a unique portrait of their deepest ambitions and voice. Using the most traditional tools of the Arabic art form, like wooden hand-made pens and paper, every stroke was hand-drawn to add character to each veil. These designs were then embroidered on to black veils (Hijab) to spread the message that the Hijab can never restrict a person, it can only liberate you.

Indication of how successful the outcome was in the market

The campaign was rated amongst the Top 10 campaigns of 2016 by Campaign Middle East. Web searches for MAK Dubai increased by 36% and young Arab women started sending in requests for customized Hijabs with their quotes on them. Although sold at a premium price point, MAK Dubai received (and still continues to receive) orders for the special collection. Within the first month of the launch, over 120 veils were sold based on existing designs, while other customers requested for personalized designs with their own quotes. MAK Dubai was able to further build its brand presence in the market, while increasing sales amongst veiled Arab women across the region by 5%. Women saw the link between the product and the message behind it, which lead to it spreading on social media as a symbol of “Arab women’s power”.

MAK Dubai is an organization founded by an Emirati woman that creates fashion for the Arab world. Inspiring young women to feel proud about wearing the Hijab was a natural fit. From being on display at the MAK outlets, to making it's presence felt at women-only universities, to being sold at fashion shows; these pieces of garments have inspired and become the voice of many Arab women. In a market where special editions and bespoke items are especially sought after, we introduced the product with a pre-launch phase by sending the veils to select influential customers as gifts. As they started talking about it, pre-orders began to flow in on MAK Dubai’s social media pages, well before the retail launch date. The second phase included retail sales at Ush Boutique, where the first batch of stock sold out.

Credits

Name Company Role
Ali Shabaz Grey MENA Chief Creative Officer
Vidya Manmohan Grey Dubai Executive Creative Director
Athina Afton Lalljee Grey Dubai Senior Copywriter
Khaled Ibrahim Grey Dubai Senior Art Director
Omaima Saad Grey Dubai Associate Creative Director
Dzila Dik Grey Dubai Client Services Director
Sujith Krishnan Grey Dubai Studio Manager
Ayla DeMoraes Grey dubai Strategic Planner
Ahmed Aborady Collective BKP Senior Video Editor
Production Team Filmworks Producer & Director
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