De Jardin: GRASS

Credits & Description:

Advertiser DE JARDIN
Product GARDENING AND LANDSCAPING SERVICES
Entrant THE CLASSIC PARTNERSHIP ADVERTISING Dubai, UNITED ARAB EMIRATES
Type of Entry: Design
Category: Posters, incl. Point of Sale
Title: GRASS
Advertiser/Client: DE JARDIN
Product/Service: GARDENING AND LANDSCAPING SERVICES
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
Alok Gadkar The Classic Partnership Advertising Senior Creative Director
John Mani The Classic Partnership Advertising Chief Creative Officer
Vithal Deshmukh The Classic Partnership Advertising Chief Creative Officer
Brief Explanation:
The Jumeirah area is large with villas and communities spread out. The challenge was to target the widest number of residents in the shortest possible time with a very limited budget.
Describe the brief from the client:
Our client 'de jardin' provides gardening and landscaping services. Their brief was to advertise their services in the Jumeirah area which basically comprises of villas in a very memorable way with a very low budget.
Description of how you arrived at the final design:
We decided to create a unique poster in a small size that would instantly convey de jardin's core competency. The size would be small enough to stick on the notice boards of all the supermarkets and community centres in the area. These were the areas where the largest number of Jumeirah residents congregated. We created a poster that was die-cut to look like overgrown grass. It was unlike anything ever produced in Dubai, was very memorable in look and message and could be produced with a low budget. 50 of these posters were produced in all.
Indication of how successful the outcome was in the market:
In the month following displaying the poster the client received 32% additional enquiries of which 38% was converted into new clients. On a small scale budget of AED 5000 which included production cost and fees for placing the posters on notice boards of supermarkets and community centres, the business generated for the client was in excess of Aed 150,000.