2013 Winners & Shortlists


Short List
Advertising Agency LEO BURNETT QATAR Doha, QATAR

Brief Explanation

We wanted to elevate the role of the brand in people’s lives and go beyond the flag waving which speaks mainly to Qataris and the Qatari authorities. As a telecom operator, we bring people of all walks of live closer to one another, so it was important that our execution represents every single one of them and shows how we value you them. Especially considering that we are the local operator.

The Brief

With over 100 hundred different nationalities living in Qatar very few dare venture beyond their cultural social circle. Qatar is not a melting pot but a toss salad. Affecting the cohesiveness of the society and people's sense of belonging to the country, we knew that Qatar's National Day was the perfect opportunity to address this issue. We decided to focus on those who have made Qatar the great country it is today. From the laborers who's backs build the countries modern look, to the doctors who take care of Qatar's future generations. When you participate you belong, thus “We are all Qatar”.

How the final design was conceived

To make sure everyone feels part of Qatar we handed out a “We are Qatar” paper toy book. Representing the different nationalities and professions which have contributed to the growth of the country, we asked people to cut them out and bring them to life by making them stand shoulder to shoulder. By doing so we reminded people that Qatar is where it is today thanks to a team effort. No matter who you are you should celebrate this day.

Indication of how successful the outcome was in the market

Originally given to children at schools and internal staff only, we printed out 3000 copies. However, after people started to share the paper figurines on Facebook, Instagram and with friends they started to come to Qtel shops asking for the paper toy book. As results, due to popular demand, we printed extra 3000 books and now we are in the process of preparing a new edition with new characters.


Name Company Role
Bechara Mouzannar Leo Burnett Chief Creative Officer
Peter Bidenko Leo Burnett Executive Creative Director
Munah Zahr Leo Burnett Creative Director
Michael Habre Leo Burnett Copywriter
Jaison Ben Leo Burnett Copywriter
Nikolina Popovic Leo Burnett Art Director
Sami Saleh Leo Burnett Managing Director
Ramaswamy Iyyaswamy Leo Burnett Production Manager
Elliott Bastien Leo Burnett Planner
Suzanne Bouwes Leo Burnett Communication Director
Amir Zeitouni Leo Burnett Communication Executive
Hassan Rifai Leo Burnett Communication Manager