| Brand | ARABIAN AUTOMOBILES |
| Product/Service | FORTRON AC TREATMENT |
| Entrant | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Category | Best use of Ambient Advertising: Small Scale |
| Entrant Company: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
| Advertising Agency: | TBWA\RAAD Dubai, UNITED ARAB EMIRATES |
Credits |
| Creative Director | Fouad Abdel Malak |
| Copywriter | Deger Cotelioglu |
| Advertiser's Supervisor | Paminder Singh |
| Account Manager | Patricia Nasr/Sharmeely Brito |
| Producer | Kishore Ramchandran |
| Art Director | Danilo Villanueva |
| Other Credits | Michael Maksoudian |
Execution
BRIEF:
Introduce Fortron, a new automotive air conditioning treatment to existing Nissan customers while servicing their cars at the peak of summer, when bacteria build up causes ACs’ to start smelling foul.
SOLUTION:
Prompt consumers to make enquiries by placing a monster-like paper hand with menacing claws protruding from 5,000 serviced Nissans’ AC vents. This was also supported by a print campaign in National dailies as well as posters and service center branding.