2011 Winners & Shortlists

The Brief

The holy month of Ramadan is a spiritual month uniting all Muslims around the world, around the same cause: to sacrifice and practice one’s willpower for the sake of God. It’s the month of cleansing when every good deed gets doubly recognised in the eyes of God. It’s the month when all Muslims are required to fast until the sun sets, to cleanse their body from all toxins and impurities. Al Hilal Bank wanted to take this opportunity to celebrate this month with its fellow Muslims, promoting the act of doing good, as opposed to marketing its brand.

Describe how the promotion developed from concept to implementation

Our campaign concept is about the 'giving' aspect of Ramadan. Using the phrase "Spare a ..." links to the many ways that people can 'give' to others during the Holy month. The visual style is very sympathetic to the many values and layers of Ramadan: we have used rich colours relating to the region, and layering effects alongside hand painted textures to give a personal touch to the campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

Al Hilal Bank’s involvement in the Social Good extended to several charity events that contributed to the UAE's community through generous donations.

Explain why the method of promotion was most relevant to the product or service

As part of Al Hilal Bank’s corporate social responsibility activities and as an Islamic bank, the campaign promoted the bank's cores values by emphasising the act of doing good, as opposed to marketing its brand. Coming up with inititatives to help and donate money, demonstrated just how just one act of kindness and generosity can make a difference. Al Hilal Bank set the example and showed why it is "It's all about you".