2019 Winners & Shortlists

Background.

Embracing local talent lies at the heart of Bank al Etihad’s mission. So when internationally renowned Jordanian maestro, Karim Said decided to create the first Jordanian world-class orchestra, Etihad Chamber Orchestra was born. The main objective is to empower the local community by championing creativity; two brand pillars that Bank al Etihad takes to heart. Etihad Chamber Orchestra is a series of classical music events held at Bank al Etihad's HQ every month, starting the month of January 2019. Followed by small events held at public schools, nursing homes, and underprivileged areas. Budget: 5,000 USD Project scale and volume: small - medium scale event + CSR

Describe the creative idea.

Classical music is considered a foreign language to the Arab world so it was important for the identity to bridge this gap. The We started with what they have in common. Both have a symbolic system to bring order from chaos: 1-Notes; System of symbols so music can be correctly played 2-Harakat (diacritics); System of symbols so Arabic can be correctly pronounced 3-The staff; is the musical baseline. 4-The rhombic dot; the baseline on which letters are written Outcome: A static logo made of staff lines and rhombic dots, and a dynamic logo with Harakat that alternate with the music. An identity that brings both worlds together A professional calligrapher was commissioned to work on the "harakat" elements used in the design.

Describe the strategy.

Supporting Jordanian talent and empowering the local community are the heart of the bank's mission and core values. Etihad Chamber Orchestra gave an internationally renowned local artist the platform, means, and venue to perform to the public in an inspiring series and intro to the world of classical music. Elements include event branding, booklets, calendars, and posters. Our target audience is a niche audience that is interested in attending musical events and is openly being exposed to new genres of music and art.

Describe the execution.

We started with what classical music and the Arab world have in common. Both have a symbolic system to bring order from chaos: 1-Notes; System of symbols so music can be correctly played 2-Harakat (diacritics); System of symbols so Arabic can be correctly pronounced 3-The staff; is the musical baseline. 4-The rhombic dot; the baseline on which letters are written Outcome: A static logo made of staff lines and rhombic dots, and a dynamic logo with Harakat that alternate with the music. An identity that brings both worlds together A professional calligrapher was commissioned to work on the "harakat" elements used in the design. Small-medium scale

List the results.

The brand gained the attention and respect of the local art and music scene. The events have been able to gather a new target consumer for the brand to establish a connection and introduction with. Consumers have been given the opportunity to attend an event where be exposed to an art form which is not available in Jordan at an international standard and for a reasonable price. Concert tickets were sold out for the first event and upcoming event.