2014 Winners & Shortlists


Entrant Company TBWA\QATAR Doha, QATAR
Advertising Agency TBWA\QATAR Doha, QATAR
Production Company GENTLEMAN SCHOLAR Los Angeles, USA

Brief Explanation

The station has been broadcasting in a ratio of 70:30 Arabic and English. To attract new listeners especially among the expat community in Qatar and the region, a fully English version of QF radio on an additional frequency as well as via online live stream will be launched – so the audience is served in full in either language. The challenge is to quickly establish a strong brand awareness and reach for both frequencies as well as communicate the values of QF Radio.

The Brief

Since its launch only a few years ago, QF Radio has become one of the most popular news and discussion-based broadcasts across Qatar. QF Radio is focusing on the bright young minds, making its programs educational and informative, especially in the field of Qatari history and traditions. We were briefed to develop a new brand campaign to communicate the values of QF Radio and attract new listeners especially among young audiences.

How the final design was conceived

We started by developing a distinctive, eye catching design: a visual manifestation of radio sound waves. Our goal was to connect Qatar’s traditions and history with a fresh, dynamic and forward-looking attitude – inspiring the audience to tune in. In a series of posters, we integrated Qatar’s national icons such as Arabian horses and Dhows as well as elements from contemporary music and sports. We then selected the most frequented traffic junctions in Doha and created huge poster installations which were beautifully illuminated by night.

Indication of how successful the outcome was in the market

The active user base listening to QF Radio via live stream increased by more than 300%. With more than 28 000 fans on Facebook and 9 060 Twitter followers, often debating topics from the shows, QF Radio is more than ever broadening and enriching the cultural involvement with Qatar.


Name Company Role
Christian Meichsner TBWA Global Managing Director
Yasmina Toak TBWA Global Account Director
Allan Manaysay TBWA Global Creative Director
Rouba Asmar TBWA Head Of Production
Alaa Jazmati TBWA Senior Art Director
Lorna Addicott TBWA Senior Art Director
Yunus Saiyed TBWA Graphic Designer