2022 Winners & Shortlists

Cultural / Context information for the jury

The region’s leading English news publication “The National” wanted to celebrate the UAE’s 50th Jubilee with an idea that would create social media buzz and drive earned media - the main creative challenge was, at the same time, to celebrate the country's history and to invite all our readers to take a pledge for the future. It was below Ghad trees that the founding fathers of the nation would sit and discuss the UAE's dreams of the future. And the vision of a greener desert could only be brought to life with a tree that could thrive in harsh desert climates. The Ghaf tree is a national symbol, an important part of our history, as an icon of strength and planning for the future.

Tell the jury about the art direction.

The Ghaf Paper is plantable. It's 100% biodegradable - made of pressed seed paper embedded with Ghaf tree seeds and printed with vegetable oil. The printed editions were then dispatched to readers that celebrated the initiative online, people of interest, key influential figures and even caught the eye of government officials such as the Minister of Youth and Culture, praising the efforts of the campaign.