2011 Winners & Shortlists

Results and Effectiveness

This creative solution to lack of traditional media, got meaningful debates happening everywhere. Thousands have visited the Economist’s Middle East Facebook page and we’re recruiting approximately 100 new members a day.

Creative Execution

We created Conversation Coasters and placed them in coffee shops and restaurants all over the region. On each side was an opposing opinion to a contentious issue, specifically designed to encourage lively discussions.

Insights, Strategy and the Idea

In the Middle East, The Economist’s strategy is ‘join the global conversation’. We wanted to encourage people to debate important global issues where conversations naturally take place, namely, restaurants and coffee shops. But we didn’t have access to traditional media sites in these venues.