FIND MUSIC by TBWA\RAAD Dubai for The Fridge

FIND MUSIC

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Industry Advertising & Communication
Media Design & Branding
Market United Arab Emirates
Agency TBWA\RAAD Dubai
Executive Creative Director Milos Ilic
Art Director Breda Plavec, Kris Balerite
Copywriter Deger Cotelioglu
Released February 2010

Credits & Description

Category: Posters
Advertiser: THE FRIDGE
Product/Service: CONCERT VENUE & MUSIC PRODUCTION HOUSE
Agency: TBWA\RAAD
Date of First Appearance: Feb 15 2010 12:00AM
Entrant Company: TBWA\RAAD, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Milos Ilic (TBWA|RAAD)
Design Director: Andrea Gruneberg (TBWA|RAAD)
Art Director: Breda Plavec (TBWA|RAAD)
Art Director: Kris Balerite (TBWA|RAAD)
Copywriter: Deger Cotelioglu (TBWA|RAAD)
Media placement: Poster - Universities, Colleges, Cafes, Restaurants And Galleries In Dubai - 15 February 2010/2 months

Describe the challenges and key objectives
The Fridge is the only live, grassroots music venue filling the cultural void that is Dubai. But not enough people know about it. So The Fridge needs to articulate its vision of building a genuine underground music scene by attracting the right audience.

Describe the brief from the client
Dubai advertising is all glitz and glamour, with superlatives and slick photography. And The Fridge is located in a warehouse in a remote, industrial area. The challenge was to communicate the simple, genuine soul of The Fridge without going mainstream.

Describe how you arrived at the final design
The posters capture the feel of the venue: dark, organic, yet mysteriously different. The raw look, the hand-drawn typography keeps the place is safe from trend chasers. The musical creatures invite people to find music in the most unexpected place, like a remote, industrial warehouse.

Give some indication of how successful the outcome was in the market
As the posters spread amongst the city’s underground scene, the venue noted a steady increase in followers. As a result, The Fridge is now confident enough to host Dubai’s first grassroots music festival, bringing together the city’s musical creatures, both great and small.