F E B R U A R Y 2 0 1 6R Y 2 0 1 6F E B R U A

addingbling to theairwaves

Radio is one of the most popular communication mediums in the UAE, owing to our ever-growing love for traffic jams at any time of the day. Yes, we have curated playlists in our car entertainment systems, but the life that radio can breathe into an otherwise mundane drive cannot be replaced with just a playlist alone.

When SUNO1024 FM, a leading Asian broadcast station approached us to bling things up for them, we took it as an opportunity to go wild. And wild we did go! From a whole new interpretation to their off air avatar to a totally whacked out new communication design to a major re-jig of their working environment, the station, which until then was running on a “mature” mode, was infused with excessive quantities of youth and attitude.

With all this in place, the station went on to become the most engaging Asian radio station in the UAE on social media and rose out of its mature slumber to garner eyeballs and rise on ranking charts as well, winning two major awards. The success of Praxis on this account has seen us being awarded the agency on retainer status.

THE SUNO1024 FM REVAMP

THE SUNO 1024 FM - SHOW POSTERS

MAKE ITOR BAKE IT

With urban lifestyles taking over, bread has become an integral part of modern living. From being just a “breakfast item” in the past, bread has metamorphosed into an “any-time-meal”.

Being a volume driven industry, costs had to be kept minimal in all terms without compromising on aesthetic value, rather, we had to up the ante to make sure that the consumer reached out for Bake1 instead of a gamut of competitor brands.

With a fresh approach to packaging design that made the whole product line vibrant, along with a strategic approach to sales and promotions, Bake1 is today eating into competition and finding its place in the grocery baskets of India.

PRAXIS LAUNCHESBAKE1 IN INDIA

SHAKUNTALAMEETS PHOTOSHOP

When Kevin Oliver created Shakuntala with the students of GEMS Modern Academy, he had in mind an old Indian story that he wanted to re-imagine as a rock opera that had undertones of James Cameron’s Avatar. Now, that is a larger than life dream. And that is exactly how we at Praxis love things to be!

After being involved in a visually scintillating photo-shoot with the kids at the school and the amazing production crew, our re-touch team got to work. For a few days there we only mouse clicks heard from that side of the office. What came out after days of layering, coloring, airbrushing and feathering was a spectacle that got featured at the American High School Theatre Festival in Scotland.

HOW WE TURNED A PHOTO-SHOOTINTO AN OUT OF THE WORLD POSTER

A R O C K O P E R A

G E M S M O D E R N A C A D E M Y

w r i t t e n & d i r e c t e d b y K e v i n O l i v e r

A M o d e r n D a y Fa i r y Ta l e o f L o v e L o s t & Fo u n d

NOW BREWING1000 cc COFFEE!

According to a recent survey, food tops the Dubai wishlist, closely followed by things that have wheels and move really fast. Now, what do you get when you get mix both together? Say hello to the world’s Kawasaki cafe!

Launched after a succesful stint at the Gulf Bike Week, where people flocked to get their hands on not just bikes, but also biking aparel and merchandise, the cafe is a place to relax after you’re done shopping at the merchandise outlet next door. Located on Sheikh Zayed Road, above the Kawaski showroom, the cafe carries the same Kawasaki oomph in design and decor.

So, like the rest of Dubai, if you’re into premium coffees, lip smacking food and some good old fashioned adrenaline rush, then Kawasaki Cafe should be on your bucket list.

PRAXIS LAUNCHES THEWORLD’S FIRST KAWASAKI CAFÉ &MERCHANDISE IN DUBAI

FILLED WITH THE GRUNGE OF BIKING ANDOOMPH OF KAWASAKI

KAWASAKI CAFE

WHENSAFETYLOOKSSTYLISH

Rigman manufactures and supplies personal protective equipment for diverse industries like oilfield, construction and marine. Established in 1998 in the United Kingdom, it has become a force to reckon with in a short span of time for its wide range of robust & reliable safety products applicable across diverse environments. Yes. That’s the brief we got.

As you can imagine, the industry is quite stiff and emotionless – which is a communicator’s worst nightmare. When Praxis was approached to work on their brand, we were asked to re-imagine their line of business and put them ahead of their competitors. With well-defined boundaries of what could “not be done”, we set off on a journey to see “what could be done”.

We chose to bring in emotion, power and leadership into their branding and communication and took them a notch higher as a well-branded, strongly communicated, future ready business, which not just created benchmarks for others, but also gave them a challenge to out-do themselves every single time.

THE RIGMAN SAFETYRE-BRAND PROJECT

BEFORE

AFTER

MIRROR MIRRORON THE WALL

Breast cancer is a worrying phenomenon globally. With numbers on the rise, it is important to educate women that self examination is the best way to detect cancerous growth and for early prevention. Everyone says that! But how can you put it across creatively across a huge hospital network?

We sought the help of a woman’s best friend - the mirror. What conspired then was a simple take to a complicated matter. Every mirror in the hospital was blocked out with messaging to a level where only the chest region was visible - so no more adjusting hair and putting on make up. For an entire month, the mirrors forced women to look at not just their face, but to examine themselves further. With informational leaflets on self examination procedures and other communication tools, we forced women to make their best friend their breast friend.

What resulted was an overwhleming response tothe entire campaign with some heavy unpaidPR and social media coverage!

MEDCARE HOSPITAL’SMY BREAST FRIEND CAMPAIGN

MY BEST FRIEND BECOMES MY BREAST FRIEND.

SAME.BUT DIFFERENT.

SAME

This year witnessed Praxis diversifying into yet another associated vertical with the opening of Praxis ProPrint - our alter ego which handles everything related to production and printing. With a team of specialists who are brand conscious, this new Praxis venture provides services such as digital printing, large format printing, design and production of exhibition stands, vehicle graphics and much much more. In times to come, we believe that clients would prefer a single point contact for everything related to their marketing communications, and ProPrint adds thatamazing value to Praxis, whereby we can translate our ideas into action seamlessly.

SAY HELLOTO A NEW PRAXIAN!

or

DIGITAL PRINTING SOLUTIONS

POINT OF PURCHASE

Praxis Advertising Po Box 62134 Dubai United Arab EmiratesPhone +971 (4) 328 48 43 • Fax +971 (4) 328 48 49Email: response@praxisadvertising.com

www.praxisadvertising.com

Praxis Services Pvt Ltd. Vatika Business Park,Sector 49, Sohna Road, Gurgaon 122 018, India.Phone +91 (124) 405 2888 • www.praxis-services.com

103, SMJ 1, Al Safa 1, Sheikh Zayed Road,Dubai United Arab EmiratesPhone +971 (4) 380 41 31Email: a.saeed@praxisproprint.com