MATRYOSHKA by Leo Burnett Dubai for National Geographic

MATRYOSHKA

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Industry TV Channels/Radio Stations and Programmes
Media Direct marketing, Design & Branding
Market United Arab Emirates
Agency Leo Burnett Dubai
Regional Executive Creative Director Malek Ghorayeb
Account Supervisor Lara Elbarkouki
Illustrator Irina Troitskaya
Released August 2010

Credits & Description

Category: Illustration
Advertiser: NATIONAL GEOGRAPHIC
Product/Service: WILD RUSSIA TV PROGRAMME
Agency: LEO BURNETT DUBAI
Date of First Appearance: Aug 10 2010
Entrant Company: LEO BURNETT DUBAI, UNITED ARAB EMIRATES
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Regional Executive Creative Director: Malek Ghorayeb (Leo Burnett)
Senior Copywriter: Sunny Deo (Leo Burnett)
Senior Art Director: Rafael Augusto (Leo Burnett)
Account Supervisor: Lara ElBarkouki (Leo Burnett)
Regional Account Director: Nicolas Roux (Leo Burnett)
Illustrator: Irina Troitskaya (Freelance)
Interactive Art Director: Marcus Silva (Leo Burnett)
Media placement: Direct Mailing - 50 Distributed Media Partners - 10 August 2010
Describe the brief from the client
Produce a DM piece for our media partners promoting ‘Wild Russia’ on National Geographic Abu Dhabi.
Describe the challenges and key objectives
Create awareness for the programme that will help generate sales and advertising.
Describe how you arrived at the final design
We took the concept of the Matryoshka Dolls, symbolic with Russia, and brought it to life under the title ‘Get Inside Wild Russia’ to showcase the variety of wildlife across four documented regions.
From a creative standpoint, the link between Russia and its different food chains is both fresh and original, which is why they merge perfectly with the concept of the Matryoshka Dolls.
The concept also delivers on the brand’s ethos of education and engagement, with receivers of the DM discovering information about the programme in an intriguing and interactive manner.
Give some indication of how successful the outcome was in the market
N/A
Was not communicated by the client.