The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - IP & Product Design

Superstar Ravi's

Agency Havas Middle East / Dubai + Red Havas Middle East / Dubai + Sweetwater / Dubai

Client adidas

Category

Brand Partnerships

Annual ID

OS23_IP031M

About the Work

Brand collaborations have always focused on partnering with musicians, artists, or other iconic brands. But when it came to Dubai, we wanted to represent the people of the city. A community that has called Dubai home for over four decades, made up of over fifty nationalities. So choosing to collaborate with yet another artist representing these people just wasn't going to cut it. We needed to find a name to partner with that represented their history in the UAE, their way of life, and gave them a sense of home despite being far away from where they all originally come from. Instead of partnering with artists or musicians that represented this diverse community, we collaborated with the one place that has been their sense of home for 42 years. A little restaurant called Ravi. We turned this four-decade-old local Dubai restaurant into a global pop culture phenomenon by redesigning the iconic adidas Superstar sneakers to create the SUPERSTAR RAVI’s. The first-ever sneaker by the brand dedicated to a restaurant. Because this local street food favourite was so much more. It was the identity of the people who've grown up enjoying the food. It's been the place that gathered people from all ethnicities or economic backgrounds and gave them a reason to come together despite their differences. United by the flavours that they all share a common love for. Taking every detail of the restaurant’s identity, and all that it means to the people who call Dubai home, we infused the essence of this community hub into every aspect of the shoes. - The in-soles illustrated with the origins of the Ravi. - A completely new shade was created to match the colour of the uniforms worn by the restaurant's waiters and staff. - The adidas Originals logo was replaced with the original Ravi logo from when it first opened -The menu which hasn’t changed in 40 years, was printed on the tongue of each shoe. Every addition was meticulously done to turn the love people have for this humble restaurant into an ownable, and wearable statement.

2023 Awards

Total Points: 3

Merit

Credits

Agency

Havas Middle East / Dubai

PR / Marketing Agency

Red Havas Middle East / Dubai

Production Company

Sweetwater / Dubai

Art Director

Alicia McBride

Designer

Akhil Sutar

Executive Creative Director

Joao Medeiros

Associate Creative Director

Moemen Metwally

Account Manager

Rebecca White

Brand Communications Manager Originals

Michele Khoueis

Communications Director

Razan Karim

Communications Executive

Salma Malaeb

Content creator

Ahmed Raslan

Director brand communications & sport

Paul O'Connor

Director Business Unit Originals Emerging Markets

Freddy De Brou

General Manager

Fabio Silveira

General Manager (Red Havas

Dana Tahir

Group Account Director

William McFadden

Newsroom

Robert Mayuga

Operations Manager

Dexter Castaneda

Senior Account Manager

Jakke Debruyne

Senior Communications Executive

Sandra Jarjoura

Senior Director Brand adidas MENA

Vicki Fitzsimons

Senior Manager Key City Dubai

Scarlett Engineer

Senior Manager Originals, Emerging Markets

Brandon Maben

Related Awards

 

 

 

 

Follow Us