2012 Winners & Shortlists

Brief Explanation

In early 2011, Gulf Bank, a leading Kuwaiti bank, launched its new corporate positioning as “Growing with you”, a statement that stands for the bank being with its customers every step of the way. To remind our customers and celebrate the Holy month of Ramadan, and in a conservative country where the advertising scene is overtaken with religious callings and where the whole population is fasting from the break of dawn till sunset, we decided to shake things up a “little”. The idea rotates around a “little” hero feasting in a very teasing way while all his family members are sitting there watching in awe, helplessly. The peak is reached when the toddler takes his bib off, a sign indicating he has finished his meal. But when the family celebrates, he continues his “brutal” act by grabbing a cup of water and drinking it vigorously, thus leading to some “fainting”. The ad aired at 5:30 pm, one hour before the whole country breaks its fast. The Super towards the end elaborates the fact that there are moments in Life and specifically in Ramadan that will always “Grow with you”.