The world of marketing a sporting destination and flogging membership packages can only be so rewarding. Sometimes you have to let go and produce a creative greeting card for the festive season. There's no ROI or quantifiable result here. Just a fun concept to celebrate the year. 

The very first card concept was simply to shove two golf bags on the back of a camel and shoot it from behind - like a 4-legged golf cart. So we found ‘Mezuna’ (Which means the beautiful one). Mezuna came with a very smartly dressed young man in traditional clothes who dressed her in finery, guided her around the course and made sure that she allowed herself to be the star model for the day. The result? Instant success. So much so that the first card was in hot demand…

For each subsequent year, we dreamed up yet another crazy concept - each one related to what was going on at the Club: Lighting the back nine to allow night golf resulted in a crowd lining the fairway holding (real) flaming coconut oil torches; contemplating resort packages resulted in a jet ski blasting around - with golf bags on the back - on one of the fairway water hazards; the Captain of the Bahrain Golf Team trying to drive while being mobbed by reporters after the European Seniors Tour was held at the club… And Mezuna was always part of the crew.

Each card was shot on location with minimal retouching to create a captured (and choreographed) moment of pure insanity, that resulted in these greeting cards being actively collected. A bit like the Pokemon cards of today - or maybe not quite!