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.
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.
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
Associate Creative Director
Moemen Metwally
Content Creator
Ahmed Raslan
Creative Director
Anshuman Bhattacharya
Mais Hadidi
Rusty Beukes
Usman Saleemi
Designer
Akhil Sutar
Editor
Misk Al Fekaiki
Executive Creative Director
Joao Medeiros
Account Manager
Rebecca White
Brand Communications Manager Originals
Michele Khoueis
Communications Director
Razan Karim
Communications Executive
Salma Malaeb
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
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