Experiential Campaign Design Activation Strategy Creative Direction Interactive App Design & Development Merchandize Design Project Management
Credits
Project Director: Eugene Foo Project Management: Anjanette Anudon Strategy: Webster Tai Creative Direction: Salma Zaher Art Direction: Eugene Foo Design: Thiri Ei Ei Chaw Development: Shakeer K Popup Production: Design Master
Overview
Following the success of Talabat’s 2024 Back-to-School activation, Descifer was re-engaged to reimagine the seasonal campaign with a broader, more inclusive theme — “Back to Something.” The idea reframed the season beyond students, celebrating every kind of return: moms back to chores, kids back to school, professionals back to work, and communities back to fitness.
Set within a 6x6m booth at Doha Festival City, the activation featured four mini experiences — each designed around a “back to” theme and connected through interactive games, exclusive giveaways, and Talabat’s limited-edition Labubu collectibles. Players were encouraged to collect all four characters by completing each challenge, including a mall-wide scavenger hunt powered by an in-house interactive app.
From concept to production, Descifer delivered the campaign end-to-end, integrating physical engagement with digital interaction. The result: over 2,000 meaningful brand interactions, a refreshed take on a saturated season, and another benchmark activation for Talabat’s growing experiential portfolio.
Project Director: Eugene Foo Project Management: Anjanette Anudon Strategy: Webster Tai Creative Direction: Salma Zaher Art Direction: Eugene Foo Design: Thiri Ei Ei Chaw Development: Shakeer K Popup Production: Design Master
Client Testimonial
I've entrusted Descifer with three distinct ventures of mine, and their precision and excellence have been consistent throughout. Eugene's commitment to grasping our business objectives and target audience truly distinguishes their approach. They've skillfully designed unique identities for each of my projects, delivering both print and digital experiences that authentically embody my vision.
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