Beirut, Lebanon, 30 October 2012 : JWT Beirut has won the 2012 Cresta Design Packaging Award for its “Bag-To-Size Station” made for 6:05® at Depechemode, a concept store based in downtown Beirut.
The Cresta Awards were launched in 1993 by Creative Standards International in partnership with the International Advertising Association. Entries are judged by a grand jury of 72 members from 42 countries, comprised of experts from the creative industry and related fields. Two criteria are evaluated in the judging process - the originality of the creative idea and the standard of its execution.
Hania Mroue Yafawi, owner of 6:05® commented on the win saying “Because of the creativity and passion JWT put into their work I asked them for packaging design that would fit the different offerings we have, reflect 6:05®’s identity and stand out in the crowd. When they showed me their highly original packaging idea, which is way out-of-scope for the usual kind of work agencies handle, it was inspiring; I knew I had to include this unique experience for all my loyal clients.”
In line with the environmentally-friendly values of 6:05® and the wide range of merchandise they offer which is constantly changing, as well as being of hugely differing dimensions and weights, JWT Beirut created the “Bag-to-Size Station”. It is a neatly designed machine, capable of instantly transforming any material, from recycled paper to textiles or shipping material for example, into tailor-made bags and packages of all shapes and sizes.
"6:05® is not an ordinary space, it is a unique concept store and as such deserved a totally original answer to its packaging problem”, explains Laura Souhaid, Senior Art Director at JWT Beirut. “We innovated with our solution, making an entirely eco-friendly packaging system that is unique to 6:05® and to the region” she concluded.
Fiona Akle, a copywriter at JWT Beirut who also worked on the project, spoke about the experiential aspect of the team’s idea: "6:05® is an experiential space. Our idea was to transform the customer's experience, at that touch point, from an idle moment into something they would want to actively participate in. Customers walk out of 6:05® with a bespoke pack, created exclusively for their purchase, made with their choice of material. We transformed packaging into an experience in itself."
In a country that produces around 400 tons of waste a day, 6:05® has taken responsibility for its own paper waste. The Bag-to-Size station is a low-tech innovation that reduces the store’s paper wastage by 50%, compared to other retailers.
JWT Beirut’s Bag-to-Size station won a national diploma at the Cannes Lions Festival of Creativity in June 2012, amongst other awards this year.
More about JWT
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to today, developing award-winning branded content for brands such as Johnson & Johnson, Diageo’s Smirnoff, Macy’s, Ford and HSBC.
JWT embraces a “worldmade” philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Bloomberg, Brand USA, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). Follow us @JWT_Worldwide.
JWT Middle East and Africa is one of the leading communication agencies in the MEA region with 27 offices in 24 markets. JWT MEA is structured to deliver communication-based business solutions across all channels needed to deliver the marketing plan driven by a matrix that combines the strength of its competencies and the know-how of its practices. For more information please visit us on www.jwt.com/mea and follow us @jwtmea.
Contact : Philippa Clayre, Head of Corporate Communication, JWT MEA