dubai lynx 2012 episode two and a half – moon walker – The Classic Partnership

 

I brought this (and other examples) spoof/ghost ad to the attention of the Dubai Lynx orgnizers and to Campaign magazine but it still went through and won Bronze in Design!!!

Really now, in a down-turn-economy a shoe repair shop would turn to a reputable agency such as the Classic Partnership and capitalize on the time and talent of their chief creative officer to work on his business card (which was also used as a flyer)!!! no kidding.

Advertiser KHALID JAVED
Product COBBLER
Entrant THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: Stationery
Title: SHOE REPAIR
Advertiser/Client: KHALID JAVED
Product/Service: COBBLER
Entrant Company: THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Design/Advertising Agency: THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Creative Credits
Name Company Position
John Mani The Classic Partnership Advertising Chief Creative Officer
Vitthal Deshmukh The Classic Partnership Advertising Chief Creative Officer
Alok Gadkar The Classic Partnership Advertising Executive Creative Director
John Mani The Classic Partnership Advertising Copywriter
Alok Gadkar The Classic Partnership Advertising Art Director
Abhay Chawak The Classic Partnership Advertising Photographer

Brief Explanation:
The challenge was to make residents and shopkeepers of the area aware of his expertise, so that they would first approach him rather than go to costlier shoe repair centres located in popular shopping malls.
Describe the brief from the client:
Khalid Javed is a cobbler whose shop is located in a large residential and shopping area in Dubai mainly populated with Asian expatriates. These residents, by tradition, have a habit of repairing their shoes, sandals and slippers rather than disposing them off. He asked us to create a business card for himself to promote his expertise.
Description of how you arrived at the final design:
We created a very distinctive split-open business card, mimicking a leather upper and bottom sole that hinted to his expertise of both making and repairing shoes.
Indication of how successful the outcome was in the market:
Not only did he freely distribute this card, but he also placed them at the cashiers of the local restaurants and grocery stores to be distributed to the public (a very common practice here to promote services). He also used this unique Business Card as a flyer, getting them placed on the windscreens of cars in the vicinity and as a door-drop in residential buildings. His business has more than doubled within this huge catchment area.

Source: SHOE REPAIR and http://www.dubailynx.com/winners/2012/Design/index.cfm?award=4

Lateral Thinking: When a low probability line of thought leads to an effective idea, there is a “Eureka” moment and at once the low-probability approach acquires the highest probability. – Edward De Bono. Excerpt from a book by John Townsend & Jacques Favier titled The Creative Manager’s Pocketbook. Page: 2. ISBN: 1-870471-69-5.

A copycat is a person that mimics or repeats the behavior of another. The term is often derogatory, suggesting a lack of originality. The expression may derive from kittens that learned by imitating the behaviors of their mothers. – Wikipedia.

Plagiarism: The abuse of another’s original work by copying it and passing it off as one’s own. As defined in Alastair Campbell book titled The Designer’s Lexicon. Page: 293 ISBN: 0-304-35505-4.

Imitation is the sincerest form of thievery” excerpt from a book by Capsule titled Design Matters. Page: 84. ISBN -13:978-1-59253-341-1.

cliché (from French, klɪ’ʃe) is a phrase, expression, or idea that has been overused to the point of losing its intended force or novelty, especially when at some time it was considered distinctively forceful or novel. – Wikipedia.

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