A poster that doesn’t just turns heads; it tilts them. To raise awareness and cut through the clutter, we created an event poster that is a new twist on an all-too-familiar medium. It looks like a poster hanging crooked, but on second glance you see it’s hung just perfectly. A simple die-cut turns any surface into a staircase. The wall itself becomes part of the communication.

The die-cut was a simple, inexpensive way to transform the medium and grab attention in a few key locations. We created A2 prints and placed them in high-traffic areas - not just fitness centers and gyms, but also in the busiest business towers and business hubs.

Dubai Holding didn’t just match last year’s 290 registrations - it sprinted past them by 25% to 363 runners on race day.