2010 Winners & Shortlists

The Brief

The holiest month in the Arab world – Ramadan – is a month of sharing and generosity. The traditional Arabic restaurant Al Safadi wanted to build on this important cultural custom for two reasons: to do good deeds and to build momentum for their brand. And all of that with a limited budget.

Creative Execution

(see pervious answer)

Describe the creative solution to the brief/objective.

Al Safadi makes most of its business through deliveries, so we used these to spread the message. Based on the insight that in the Arab world “you never return an empty plate” (loose translation of an Arabic saying) we put stickers onto the bottom of their washable and reusable plastic boxes. These encouraged people to refill and hand them to the less fortunate. On the back there was a list of organizations to which donations could be made.

Results

With the deliveries, the spirit of Ramadan spread. People passed on Safadi’s delivery boxes. Food was handed out at collective places like mosques. And the word spread, too. The simple stickers created more than 1,490,000 impressions in newspapers and online. That’s equivalent to an ad value worth more than $36,500US. But it wasn’t so much about the money. It was about goodwill during the holiest month.