2019 Winners & Shortlists

FALAFEL TALKS

BrandGLOBAL VILLAGE
Product/ServiceGLOBAL VILLAGE
EntrantTHE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
CategoryLow Budget / High Impact Campaign
Idea Creation THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Media Placement THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
PR THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES
Production THE CLASSIC PARTNERSHIP Dubai, UNITED ARAB EMIRATES

Why is this work relevant for Direct?

5 unique illustrations created by 5 unique artists were turned into wrappers for Dubai's favourite Arabic snack, the falafel sandwich, that were then used by several Arabic fast food chains across Dubai. Each design was inspired by the cultures and people of 5 different Arab Nations. Every Falafel wrap sold reminded people that Global Village was just as much about Arab Culture as about the world. The wrappers even had a perforated free entry ticket to Global Village. Using a popular snack as a unique medium, leading to one-on-one interactions with customers, makes this work relevant to the Direct category.

Background.

Global Village, one of Dubai's most popular multi-cultural entertainment destinations, has seen a growth in its footfall every year. But along with an increase in visits by tourists and resident South Asians, it has seen a consistent decline in popularity among Arab expats.

Describe the creative idea.

Despite being one of the most sought-after attractions in the city, Global Village was losing credibility with Arab expatriates. They no longer felt Global Village was for them. The way to any Arab’s heart is through their stomach. So, we decided to use a medium that every Arab nation claims as being their own, the falafel. 10 unique wrappers were created, inspired by 5 different Arab countries, with sayings and other design elements that were unique to each nation. Across Dubai, some of the most popular falafel sandwich joints served their beloved snack wrapped in these special designs. Reminding them that Global Village is for everyone.

Describe the strategy.

The one thing all Arab expats are passionate about is food. One specific dish to be precise, that every Arab nation claims credit for - the Falafel. So we tied up with several Arabic snack joints across the city and got them to serve their most ordered snack in an all-new way. Customers who ordered a Falafel sandwich from either of these restaurants found theirs wrapped in one of five unique designs, inspired by the culture and people of a different Arab nation. Reminding them that there is nowhere else in the world where so many cultures come together, even the Arab ones. Each wrapper came with a perforated free entry ticket, which falafel lovers could use to come explore the different cultures from the Middle East, and the rest of the world.

Describe the execution.

5 illustrations from around the Middle East were brought together to create 5 unique illustrations, inspired by the cultures and people of Egypt, Lebanon, Jordan, Palestine and Syria. These unique illustrations were then turned into sandwich wrappers to be distributed across some of the most popular Arabic snack joints in Dubai. These restaurants served their most popular snack, the falafel sandwich wrapped in these designs, reminding their customers that like the falafel, Global Village is a representation of every Arab culture, no matter the nation.

List the results.

- 10,000 sandwiches distributed with the special wrappers - 75% of the distributed tickets have already been used. - 34% increase in visits by Arab Expats

Credits

Name Company Role
Alok Gadkar The Classic Partnerhsip Executive Creative Director
Mahmoud Helmy The Classic Partnerhsip Art Director
Alok Gadkar The Classic Partnerhsip Art Director
Sawsan Salameh The Classic Partnerhsip Copywriter
Anshuman Bhattacharya The Classic Partnerhsip Copywriter
Tarek Chebaro The Classic Partnership Account Director
Sarah Rizvi The Classic Partnerhsip Account Manager
Vitthal Deshmukh The Classic Partnership Head of Production
Shankar Chidambaram The Classic Partnerhsip Senior Production Manager
Amr Shaalan Amr Shaalan Illustrator
Ramy Kamel Ramy Kamel Illustrator
Simone Samir Simone Samir Illustrator
Nasir Rauf Nasir Rauf Photography Photographer
Steve Abraham Steve Abraham Editor/Animator