2013 Winners & Shortlists

Brief Explanation

The television commercial is set during Girgian, an annual tradition celebrated in the middle of the holy month of Ramadan, where children dress up in colorful costumes and go from door to door, wishing neighbors, singing traditional songs and collecting treats and money. Very much like Halloween. During Girgian, there is also a tradition where households with kids send out sweet baskets to friends and family. But over time, this culture of sending Girgian Gifts has transformed from simple treats to fancy packages with families in Kuwait trying to outdo one another. Nowadays sending such gifts has become a trend. In this TVC, we see a lady receiving Girgian gifts, which are exaggerated in their themes and sizes, and it keeps getting dramatic as the commercial develops. There is also the aspect of social media playing a big role, with the lady sharing her gifts online via her mobile and receiving comments from her social group. In the end, a message ties it all together that no matter how trends and technology has changed through the years, the tradition and joy of gifting during Girgian is still above all else.