2020/2021 Winners & Shortlists

ZAYED BOOK

BrandZAYED BOOK
Product/ServiceSHEIKH ZAYED
EntrantSHAWATI Abu Dhabi, UNITED ARAB EMIRATES
CategoryBooks
Idea Creation SHAWATI Abu Dhabi, UNITED ARAB EMIRATES
Media Placement SHAWATI Abu Dhabi, UNITED ARAB EMIRATES
PR SHAWATI Abu Dhabi, UNITED ARAB EMIRATES
Production SHAWATI Abu Dhabi, UNITED ARAB EMIRATES

Background

The brief was to create a VVIP and VIP limited edition bi-lingual book that depicts the late Sheikh Zayed bin Sultan Al Nahyan's extraordinary life’s journey with power, courage, depth, creativity and dazzling artistry honouring his’ incredible legacy. ‬Our creative aim was to let the reader experience Sheikh Zayed's life and vision firsthand. As a niche publishing house based in Abu Dhabi, our mission was to produce a bespoke book, featuring the finest writers, stunning imagery, one-of-a-kind artworks as well as the use of augmented reality technology. All of these elements are included in the distinctive design displayed on a grand scale and presented in a beautifully-designed, luxury format.

Describe the creative idea (40% of vote)

Taking inspiration from Sheikh Zayed’s life and legacy, it was clear that he always had an intrinsic relationship with his land and his people. He was an innovator and visionary. So we wanted every aspect of the book to reflect that - editorially and visually. This theme is celebrated through a strong visual narrative where Zayed and the land of the UAE become one. The choice of creating a bespoke artwork for the cover of Abu Dhabi map intertwined with Sheikh Zayed’s portrait is to reflect his inseparable bond with the land, something that he has always stressed upon throughout his life. This limited-edition book would contain a number of showpiece spreads along with special colour processes, the highest-grade paper stocks from Japan to Italy and painstaking attention to detail in the reproduction of pictures by the finest Italian Print craftsmen in the art of luxury edition books.

Describe the execution (40% of vote)

We commissioned a world-class artist specialised in cartography and portraiture to celebrate the coexistence between figure and landscape. The visual narrative of the map is further enhanced by the symbolic compass-rose, which serves as a guide to navigate the narrative of the book. The use of Arabic calligraphy for 'Poem of the Land' is an ode to Sheikh Zayed’s love for the art of the word. The use of Arabic and Latin calligraphy strikes a balance between old and new, traditional and modern, which is an ethos Zayed championed throughout his reign. The walking poem is an artistic thread that travels throughout the book. The VVIP edition [200 copies] is housed in a unique crate style box with laser engraving that transforms into a stand featuring special edition stamps. The VIP edition is presented in a hardcover clamshell box treated with the same unique elements as the VVIP version.

List the results (20% of vote)

The Collector’s Edition, limited to 2,018 copies, measuring 295mm x 365mm with 276 pages includes Latin and Arabic calligraphy quotes and poem as well as commissioned art work, presented on a luxury large format scale that breathes new life into old archive photography and as well as a first of a kind augmented reality experience to truly engage the reader and further explore the centennial celebration. In this limited-edition book, Sheikh Zayed’s greatness is immortalised in print! The book offers unique insight into his incredible journey as a noble and humble desert sheikh into a world-class statesman and beacon of tolerance and humanity. 'Zayed' was adopted by the government of Abu Dhabi as one of the official gifts to be presented to other heads of states and official dignitaries‭. ‬

Credits

Name Company Role
Sabah Al Abbasi Shawati' Publishing Chief Creative Director
Laila Al Abbasi Shawati' Publishing Project Manager
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