The Cartel Print, Outdoor Shoes by Y&R Dubai


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Industry Apparel & Accessories Stores
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Arab Emirates
Agency Y&R Dubai
Executive Creative Director Kalpesh Patankar
Art Director Kalpesh Patankar, Kapil Bhimekar
Copywriter Shahir Zag
Photographer Greg Adamski
Released March 2016


Cannes Lions 2016
Outdoor Outdoor Poster Craft: Art Direction Bronze Lion Campaign

Credits & Description

Entrant: Y&R Dubai, Dubai
Brand: The Cartel
Corporate Name of Client: The Cartel
The Cartel Founder: Peter Richweisz
Agency Account Manager: Saleh ELGhatit
CEO: Georges Barsoum
Agency: Y&R Dubai, Dubai
Executive Creative Director: Kalpesh Patankar
Copywriter: Shahir Zag
Art Directors: Kalpesh Patankar/Kapil Bhimekar
Agency Producer: Khushi Rawat
Graphic Designers: Kalpesh Patankar/Kapil Bhimekar
Photographer: Greg Adamski
Head of Production: Sam Eid
Production Company: Caravan Creatives, Dubai
Senior Executive Producer: Neha Mishra
Caravan Creatives Stylist: Vasil Bozhilov
Retoucher: Shamsher Walia (Floss Creative)
Producer: Neha Mishra (Caravan Creatives)
Photographer: Greg Adamski (Caravan Creatives)
Stylist: Vasil Bozhilov (Caravan Creatives)
Hair & Make up Artist: Britta Tess (Caravan Creatives)
Founder/Client: Peter Richweisz (The Cartel)
Description of the Project:
The traditional Arab woman’s dress – or Abaya – is seen as a vehicle of conformity. But this is only part of the story. While it does fulfill its function of allowing its wearers to remain modest within the cultural and social context of the Gulf, it is also used by women not to hide their individuality, but to help them express it. Our brief from The Cartel was to dramatize, through a bold new design language, how the Abaya combined with a select choice of accessories had the power to make the ultimate fashion statement and help those who wear it stand out.