2020/2021 Winners & Shortlists

Background

• Situation Paper is the 3rd largest polluter of air, water and soil in the world. It accounts for 26% of waste in the world's landfills and when paper rots it emits ethane gas, 25 times more toxic than CO2. Every year corporate brand across the globe print and distribute corporate calendars contributing to the situation. Zain, Kuwait's leading telco also prints a giveaway calendar every year. Kuwait itself is one the world ‘s least green countries, from an environmental point of view plus has sparse vegetation due to its climate with lack of rainfall. • Brief To create an environmentally friendly corporate calendar for Zain Kuwait. • Objectives To have a brand collateral with a minimal carbon footprint, something that would inspire ecological thinking and to be something that would be 'the talk of the town'. • Budget (not shared by client) • Project scale & volume +20,000 calendars

Describe the creative idea (40% of vote)

• Brand relevance Zain's brand promise is 'A Wonderful World'. We wanted to deliver on this brand promise by making Kuwait, one of the least green countries on earth, greener. This calendar uses ecological seed paper. So once a month is finished, you can plant it and a plant, herb or flower will grow. However, what really makes it unique, and truly one of a kind, and highly relevant to the brand, is that each month’s plant, grows to look like one of the designs of Zain’s iconic brand patterns. Bringing them to life in a whole new dimension: The living dimension. The world’s first living brand elements! Zain is probably the only brand in the world that would be able to make a project like this - as their rich brand identity is comprised of 30+ different brand patterns, utilized across in their communication. Target Audience All Zain customers

Describe the execution (40% of vote)

• Design elements and their integration Zain brand patterns, colors and fonts (Avenir & QT Zain), put together in a highly user friendly calendar. • Design touchpoints Homes, offices and ZAIN's POS. • Materials, style elements, design choices Recycled paper, recycled organic seed paper & compressed recycled cardboard. To use less ink we also chose to de-boss the patterns on the box and notebook instead of printing these. • Design development and process 2 months of botanical design research, matching the Zain patterns with similar looking plants and sourcing the right seed papers. • Choice of campaign elements The calendar is a blend of an organic and minimal contemporary look n' feel, where the calendar is very much a regular functional calendar, and once planted the brand patterns come alive. • Approach The design approach is form follows function, dictated by the materials. • Scale 25 x15x3.5 & A5

List the results (20% of vote)

• Value added to brand (Not enough data available to measure, yet) Word of mouth, PR. Enhanced emotional connection with the brand, as the consumer become brand custodians and literally nurtured and cared for the brand. • Value for consumer Turning an every day object into something that beautified the consumers lives, and something that can live and continue giving joy way beyond 2021. • Reach / cultural impact Most of Kuwait where talking about the calendar. Additional copies of the calendar where also distributed to Bahraini customers through Zain Bahrain, with equal positive reception. • Sales N/A, as it's a free giveaway. However this is the first time Zain's customers where calling to ask if and where they could buy the calendar, once the free distribution was finished. • Achievement against brief It widely exceed the clients expectations. • Other KPIs All KPIs where met and exceeded.