Baskin Robbins
Project Name: Baskin Robins Snowman
Click below to view creative:
Challenge:
The Snowman, a new product to be added to BR offerings. It’s value scoop + kids scoop with no special packaging and no visual connotations of a snowman (except shape)
Solution:
A campaign was developed that included a distinct characted of the snowman made out of 2 scoops of ice cream targeting all those who are craving for something cold and sweet that will help them beat the summer heat with an unbeatable value.
Waitrose
Project Name: Launch Campaign
Click below to view creative:
Challenge:
Waitrose is the supermarket division of the British retailer, the John Lewis Partnership. Though the brand has a great equity in other markets, Waitrose was a relatively unknown commodity entering Dubai with its outlet in The Dubai Mall. The objective of the communication was to announce the arrival of Waitrose in Dubai and to build awareness for the brand.
Solution:
The idea behind the campaign was to highlight the brand values of Waitrose – trust, tradition and quality. These values enable Waitrose to deliver its promise of “Everyone deserves quality food”.
Spinneys
Project Name: Weekly Leaflet
Click below to view creative:
Every week, BPG Group designs an 8-12 page leaflet highlighting new products, recipes and special in-store deals. The aim of this leaflet is to highlight products across the main categories, meat, bakery & produce. All products within this leaflet, and the food that is cooked, is shot by BPG’s in-house agency photographer and styled by an in-house food stylist. The leaflet distributed in-store and is also supported by a weekly ad in a daily newspaper.
Spinneys
Project Name: Fresher Experience
Click below to view creative:
Challenge:
The core values of Spinneys are freshness, quality and variety. Spinneys wanted to communicated their fresher experience.
Solution:
BPG created a series of ads that showed fresh green vegetables, but shot in such as way as to invoke the Spinneys logo in the vegetables.
Spinneys
Project Name: Specialized Departments
Click below to view creative:
Challenge:
The core values of Spinneys are freshness, quality and variety. Freshness is a value that was being highlighted in all communication. However quality, variety and other customer driven services – which are key differentiators – were not common knowledge amongst shoppers.
Solution:
Through a series of ads that revolved around its specialized departments: fruits & vegetables, bakery, butchery & fish, Spinneys highlighted the quality, variety and the services that were offered. The ads also focused on the process that Spinneys followed to ensure delivery of the core values thereby reinforcing – “The Fresher Experience”. This also helped in re-enforcing the fact that Spinneys is the leading retailer in the region.
Rivoli
Project Name: Hour Choice
Click below to view creative:
Challenge:
Hour Choice stocks a large range of value watch brands. The challenge was to inject enough style and fashion into Hour Choice so that customers, particularly those in their late teens, flock to the stores in large numbers
Solution:
The creative response builds fashion into the Hour Choice appeal, whilst keeping the overall look youthful and trendy. Hour Choice is now one of more successful concept stores in the Rivoli stable of home-grown brands.
Jumbo Electronics
Project Name: Jumbo Gold
Click below to view creative:
Challenge:
Jumbo has been the key sponsor since the inception of Dubai Shopping Festival. And with increased competition in the market every year, the challenge is to stand out from the competition and make Jumbo the preferred destination for electronics shopping.
Solution:
The communication was executed with one main unit to encompass the DSF aspects of shopping, gold and air tickets. The main unit was therefore the DSF bag, a classic DSF icon, made of electronics to bring in the Jumbo connection, and finished in gold to highlight the winning.
Jumbo Electronics
Project Name: Building a retail brand
Click below to view creative:
Challenge:
Jumbo has a multi-brand portfolio, and the advertising largely follows the guidelines set by the brand owners. One consequence of this over time was that the ‘Jumbo’ brand was losing visibility to the portfolio brands
Solution:
Make a brand out of a chain of shops. Create a unique design language and identity that builds visibility for Jumbo
Rivoli
Project Name: Brand ID
Click below to view creative:
Challenge:
Rivoli represents some of the strongest lifestyle and luxury brands in the world. Strong retails brands have a very distinctive presence and design language. This resulted in very few customers knowing the connection between Rovoli and the brands it represented - a decided disadvantage with a trade sale on the horizon
Solution:
Created an ‘R’ mnemonic which will become the common unifying device across all Rivoli entities. This branding was applied across nearly 150 items – from shop fronts to stationery suites and from bill books to customer feedback forms to build a stronger association with Rivoli.
Fantasy Work
Project Name: Eid Al Adha Campaign
Click below to view creative:
Eid-AlAdha is a time of tradition, when children dress up in their finest. Fantasy World’s playful Eid campaign shoed their toys doing the same, getting ready for the year’s biggest gift-giving occasion.
Office Depot
Project Name: Launch Campaign
Click below to view creative:
As one of the world's largest office supplies and stationery retailers, Office Depot's entry into the region was sure to transform the market. Our innovative launch campaign used print, outdoor and ambient media playfully, with larger-than- life everyday objects taking over their medium. The integrated campaign brought the brand to life in a creative, engaging manner, across a wide spectrum of media.
H&M
Project Name: H&M launch
Click below to view creative:
The challenges involved in launching H&M in the Middle East were enormous, but we rose up to the task. Collaborating closely with Alshaya, the region's leading retailer, and H&M, one of the largest fashion brands in the world, we oversaw the media planning, production, public relations and localization for one of the largest brand launches in the region. Maintaining H&M brand identity, while making it relevant to the local market, we coordinated the highly successful launch of stores in Kuwait, UAE, Egypt, Saudi Arabia, Bahrain, Qatar and Oman.
Al Forda Market
Project Name: Launch Campaign
Click below to view creative:
Kuwait's new state of the art fruit and
vegetable market was looking to make a splash when it launched. Our fresh, fun- filled ads created a whimsical landscape from their produce, communicating that Al Forda was a haven for fresh fruit and produce.
Dubai Mall
Project Name: Drive Footfall Campaign
Click below to view creative:
Challenge:
With over 1,200 retailers, the Dubai Mall is arguably the largest in the world. In the wake of the global economic recession and with flagging tourism numbers, the mall retailers were understandably concerned and de-motivated. The challenge was to energise the retailers and drive footfall in a very challenging economic environment.
Solution:
A shopping festival across the mall was conceived, offering exceptional shopping value, mega-size entertainment and the opportunity to win big prizes. With a total cash prize of AED 3.1 million, Festival@The Dubai Mall set a new benchmark in mall-wide entertainment with a spectacular array of leisure attractions. The festival attracted more than 750,000 visitors every week, strengthening sales across the mall’s thousand plus retail and F&B outlets.
Babyshop
Project Name: Safety Campaign
Click below to view creative:
Challenge:
As part of Babyshop’s Corporate Social Responsibility (CSR) program, they wanted to target the dangers of child safety.
Solution:
BPG developed a print campaign titled “Everything looks attractive to a child”.
Babyshop
Project Name: Mother’s Day
Click below to view creative:
Challenge:
1. The challenge here was to create an ad that broke through the clutter of other Mother’s Day advertising and remain relevant to the Babyshop brand.
2. Today’s children have a lot of say in their choice of clothing. Children’s brands can no more afford to appeal only to parents. The challenge here was that the Babyshop communication had to attract children.
Solution:
1. Through the use of this board game, we developed an interesting way of communicating the essence of a mother. The visual illustrates how every child looks up to their mother and values all that they do. This helped the communication stay relevant and at the same time let Babyshop salute the spirit of motherhood.
2. Babyshop came out with a summer campaign called Fun in the Sun. The communication was aided by a 24-page catalogue where each page illustrated typical activities a child would engage in during their summer break. This communication was to essentially connect with children and show that Babyshop understands children better.
