Challenge

CHALLENGE

Vintage clothing retailer, Chickpeas, carries out a large part of its business in vintage pop-up shops that appear across Dubai. Our audience consists of eclectic and art-inspired individuals who like visiting galleries, vintage markets etc. With a limited budget, we had to creatively capture our audience’s attention and inform them about Chickpeas’ next pop-up shop.

Creative

We simply placed covers on parked cars in prime areas where our target audience could be found – Dubai’s Media City. The twist was, each cover had a printed vintage car on it. The charming covers drew passers-by, who picked up a leaflet from the car windshield and find out that this was actually a communication piece announcing Chickpeas’ next pop-up shop.

Results

With a turnout of approximately 80 people for the 1-day pop-up shop, the attendance doubled since the last event. The Chickpeas website also gained popularity with 980 new visitors from 35 countries/territories worldwide.

Shortlist Sigi 2012-2013

Challenge

Gap Middle East wanted an interesting keepsake for the launch of their Spring 2012 collection and new tagline, ‘Be bright’. Idea We created the limited edition Gap journal, an ode to fashion, music and pop culture from the 70’s to the 2000’s which celebrated the history and the essence of the iconic American brand.

Execution

We got a local artist to illustrate each piece of trivia differently, and we used these to design each page so no two were alike. The illustrations brought the most memorable pop culture icons from each decade to life – from movies and music to vintage objects, famous people and games. We also recycled Gap1969 jeans to stitch authentic covers for the journal.

Consumer Engagement

This was a labour of love that took months to complete and it showed – Gap customers got really excited about the journal and loved reliving the decades through it.

Illustration by Lama Khatib Danielle