Khalid Javed: Shoe Repair by The Classic Partnership Advertising Dubai for Khalid Javed

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Khalid Javed: Shoe Repair

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Industry Consumer & Public services
Media Direct marketing, Case study
Market United Arab Emirates
Agency The Classic Partnership Advertising Dubai
Art Director Alok Gadkar
Copywriter John Mani
Released September 2011

Awards

One Show 2012
One Show Design Corporate Identity / Individual Item Silver

Credits & Description

Category: Promotional Item Design
Advertiser: KHALID JAVED
Product/Service: SHOES
Agency: THE CLASSIC PARTNERSHIP ADVERTISING
Chief Creative Officer: John Mani (The Classic Partnership Advertising)
Chief Creative Officer: Vitthal Deshmukh (The Classic Partnership Advertising)
Executive Creative Director: Alok Gadkar (The Classic Partnership Advertising)
Copywriter: John Mani (The Classic Partnership Advertising)
Art Director: Alok Gadkar (The Classic Partnership Advertising)
Media placement: Business Card - Personal Distribution - 12 September 2011

Describe the brief from the client
Brief:
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.

Describe the challenges and key objectives
1 of the key objectives the client stated was that he wanted something that would be memorable and have multiple uses ie. as a Business Card, Flyer and Door Drop. The challenge was to create a very visually memorable business card that would also satisfy the latter 2 objectives.

Describe 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.

Give some 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, placing them on the windscreens of cars parked in the vicinity, and as a door-drop in the residential buildings around.

His business has more than doubled within this huge catchment area.