2020/2021 Winners & Shortlists

Cultural / Context information for the jury

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 brands across the globe print and distribute corporate calendars contributing to the situation. Zain, Kuwait's leading telecom provider, also print more than 20,000 giveaway corporate calendars every year. Kuwait itself is one the world ‘s least green countries, from an environmental point of view (the 13th most polluted country in the world, according to WHO), and it has also has a very sparse vegetation due to its climate with lack of rainfall. So Zain wanted to play a positive part and act as a catalyst, giving back to the country with an environmental initiative, something that would make Kuwait greener and spread joy to its customers.

Translation. Provide a full English translation of any text.

N/A As everything is shown in English (any Arabic is the exact closest equivalence to the English copy)

Explain how the work innovatively used the print / publishing medium.

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 recycled and 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 this calendar unique, and truly one of a kind, plus 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(!). Crossing over from a 2D print, to a whole new dimension: the living dimension. The world’s first living and breathing 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, that are utilized within their communication,