UNCOVERING OUR TALENTS BY SHAKING UP THE BURQA by Fitch for FITCH

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UNCOVERING OUR TALENTS BY SHAKING UP THE BURQA

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Design & Branding
Market United Arab Emirates
Agency Fitch
Released November 2009

Credits & Description

Category: Self Promotion
Advertiser: FITCH
Product/Service: DESIGN AGENCY
Agency: FITCH
Date of First Appearance: Nov 24 2009 12:00AM
Entrant Company: FITCH , Dubai, UNITED ARAB EMIRATES
Entry URL: http://www.bq.ae
Managing Director: Olivier Auroy (Fitch)
Senior Designer: Remi Vache (Fitch)
Senior Designer: Francine Bentley (Fitch)
Design Director: Seosamh Nash (Fitch)
Design Director: Ghiath Laham (Fitch)
Senior Designer: Nick Jones (Fitch)
Project Manager: Pauline Toland (Fitch)
Lead Developer: Nader Fahim (Fitch)
Finance Director: Manuela Fachin (Fitch)
It Director: Zeeshan Mirza (Fitch)
Media placement: Video - Youtube, Facebook And DVD - 24 November 2009 To Date

Describe the challenges and key objectives
We created fashion sunglasses inspired from the traditional UAE burqa. At a time when Muslim women are misunderstood, we imagined a product that bridges east and west and allows young Emirati to look “hip and pious”.

Describe the brief from the client
In order to promote our agency in the Middle East, we wanted to do something unique in this region: create a challenging product and a brand from A to Z.

Describe how you arrived at the final design
Our promotion movie explains what the “bq” brand is about and showcases our capabilities. With thousands of hits on Youtube, numerous International articles and pre-orders on www.bq.ae, our name became a synonym of creativity and cultural understanding.

Give some indication of how successful the outcome was in the market
Media responded very well. We had articles in Le Figaro (France), Los Angeles Times (USA), Corriere Della Sera (Italy), the National (Abu Dhabi) and Emirates Business 24/7 (Dubai). The video was showcased in more than 80 blogs and websites. The video has been seen more than 11,000 times on youtube.