Challenge
Vintage clothing retailer, Chickpeas, carries out a large part of its business in vintage pop-up shops that appear across various art-inspired venues in Dubai.
We had to remind people that vintage clothing has a wonderful appeal of its own, and drive awareness about Chickpeas’ vintage pop-up shops coming to their very own neighbourhood.
Creative
To transport our audience back to the nostalgic appeal of vintage, we dropped off a bag with a beautiful vintage travel case printed on it, with an old-fashioned yet elegant look and feel. It was something they could take to the next pop-up shop coming to their neighbourhood, and carry in it items of a bygone era.
Results
The event took place on 27th Jan, and saw over 80 visitors turning up – twice the attendance since the previous event in May. The sales figures saw an increase of 40%, significantly surpassing the event investment, placing the brand well into the profit zone.
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
Challenge
Lamees Khalifeh is a Palestinian / Jordanian designer - cum - owner who revives her homeland heritage with handcrafts and women’s wear designs that she produces with just her needle and thread. In May 2012, she wanted to invite niche fashion boutique owners to her design studio and showcase the authenticity and creativity of her new line, in order to find a place on boutique shelves. Idea We sent out invites to 10 boutiques owners that demonstrated Khalifeh’s craft - old memories in modern design.
Execution
We delivered what looked like a tailor’s wooden box/kit. On opening it, the invitees saw a wooden thread roll wrapped with a ribbon, made of the traditional Palestinian headdress material (Kufiyyeh) pinned up with a needle. On unrolling it, they discovered an embroidered invitation, written in Khalifeh’s own poetic words.
Consumer Engagement
7 out of the 10 Boutiques attended the exhibition. 2 agreed to stock and display the Al Lamees Collection. One agreed to showcase and promote her communication in their Boutique. Pleased with the results and words of praise received, Lamees Khalifeh continues to use the box invitation for various exhibitions
Shortlist Sigi Awards 2014
(Pitch Work)
Challenge
Loreum Ipsum
Execution
Lorem Ipsum
