01
The campaign hero — the prize and the campaign identity at full scale.
01 / 08 · CaseHayat Plaza · Shop & WIN Campaign2020
Hayat Plaza — Art Direction · Campaign
Art Direction · CampaignScroll ↓
02 / 08Context
Hayat Plaza ran a spend-and-win promotion in 2020 — the kind of campaign where the prize needs to do all the work. A car as the headline prize, gifts as secondary incentives, an interactive mechanic as the point of difference. The brief was to make it feel like a moment, not a promotion.
The challenge was category noise. Retail promotions in Qatar are a constant — every mall, every season, every month. The visual problem was differentiation in a format that has defaulted to a single aesthetic: big prize imagery, big typography, no restraint. The design problem was how to be legible and desirable at the same time.
ClientHayat Plaza
RoleArt Direction · Campaign
Year2020
IndustryRetail
ScopeCampaign identity, OOH, digital, in-mall
03 / 08Constraints
What this had to hold.
The car prize must be visually dominant — it is the primary hook.
Multiple prize tiers (car, secondary prizes) in a single hierarchy without confusion.
Interactive mechanic communication — the campaign had to explain entry without a wall of copy.
Mall context: the campaign competes with every other retail stimulus in the same space.
Arabic and English — both languages with Hayat Plaza's bilingual identity standards.
04 / 08
This one had to sell the possibility.
05 / 08System
Campaign identity
The brand in event mode.
Hayat Plaza's identity as a quality signal on a promotional piece — the brand mark differentiates the campaign from generic mall advertising.
Aaأ
Three-tier type
Campaign. Prize. Mechanic.
Display weight for the campaign name, bold for the prize, regular for entry mechanics. Three tiers on a single surface, never competing.
Event accent
Campaign colour signals event.
Hayat Plaza primary palette with a campaign accent — the colour change marks the promotion without abandoning the brand.
Prize as hero
The car leads every format.
The prize vehicle at the top of every layout — the visual anchor that carries the aspiration before anything is read.
Prize-forward
Car. Campaign. Entry.
Prize at the top third, campaign name at the centre, entry mechanic at the bottom. A layout rule applied across every format.
06 / 08Execution
02
In-mall application — the campaign as environmental retail design at the point of purchase.
Interlude
The best retail promotion is the one where the prize feels personal, not industrial.
03
Digital formats — social and display adaptations.
07 / 08Rollout
Car — headline prize
Prize tiers
Campaign formats
08 / 08Outcome
What held.
- The campaign prize hierarchy read clearly across all formats.
- The interactive mechanic was communicated without additional copy.
- A promotional brief treated as a design problem, not a production job.
Art DirectionYazan Urabi
Year2020
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