BRIEF
Maraa is an NGO that employs media and art to influence the society’s quality of life, health and livelihood. They wanted an annual report that would not only sum up their year but also express everything they stand for.
SOLUTION
We took inspiration from the word ‘maraa’, meaning ‘tree’ in Kannada, and the fact that they are an NGO that works towards bettering society. Keeping this in mind we came up with a solution that was cost-effective and eco-friendly.
A single color design was created that could be reproduced using a simple photocopier or even by the most basic printer. All their information was made to fit on a single sheet to reduce wastage of both paper and ink. Folded many times over, it became a small portable booklet – that makes this the world’s cheapest annual report.
RESULT
Their 10 page report was condensed into a single sheet of paper with a design that lent itself to easy reproduction in large numbers. The cost of 3000 copies, that would have normally amounted to Rs. 1,05,000 (approx $2100) was brought down to under $200. It embodied everything that the organization believes in; and demonstrated the same to existing and potential donors.
Advertising Agency: Happy, Bangalore, India
Chief Creative Officer : Praveen Das
Executive Creative Director : Kartik Iyer
Design/ Art Direction / Illustrator : Nalisha Chouraria
Copywriter : Megha Ramesh
Studio Artist : Irfan Haji
Account Management / Planner : Ravi Bhat
Case Video:
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