5 Minutes More
As part of our ‘Sport is Never Done’ campaign, we created ‘5 Minutes More! ’
A Middle East-exclusive playbook encouraging parents and children to embrace sports.
Following government initiatives to combat historically high regional obesity rates, a unique generational gap emerged: a new generation of sports-loving kids, and a generation of parents who grew up without sports and view them as a distraction.
The book bridges this gap through Aisha, a girl who asks her hesitant mother for five more minutes to play, ultimately inspiring her mom to discover the joy of movement.
This project I joined for about 2 weeks covering the Sr. Art Director. In this time we developed the visual concept of this book. In cooperation with the WK Design Studio we found the amazing illustrator Alva Skog who brought the story to life.
What makes this book special is that, since Arabic is read in the opposite direction from English, it is read from both sides.
Creative partner: Adi Hariharan, Güney Soykan, Karen van der Kraats,