2014 Winners & Shortlists


Entrant Company IMPACT & ECHO BBDO Safat, KUWAIT
Advertising Agency IMPACT & ECHO BBDO Safat, KUWAIT

The Campaign

Ramadan is a time for charity and giving. But during Ramadan, most people in Kuwait mechanically grab their wallets and donate money without giving any thought or personal involvement. And charity has always been associated with money. This year, Wataniya wanted to encourage people to see beyond money and donate something personal, something bigger. A donation doesn’t need to be materialistic. We redefined the meaning of donation and urged people to give joy everyday in the form of small and simple gestures like Donating Hugs, Smiles, High Fives, Jokes, Stories, or even a sincere Thank You. Just like that, the campaign opened up people’s minds to endless new ways of donation.

Success of the Campaign

- Over 150,000 people from all ages and walks of life registered on our site and united to donate all sorts of kind gestures. - Over 30,000 Iftar meals were distributed to the needy during the month of Ramadan. - The campaign brought a 19% increase in the brand’s engagement. - For the first time, we had an overrun of volunteers. - The animated series alone received over 18,000 likes. - More importantly, everyone donated the time off their lives. - In Ramadan, Wataniya instilled back the true meaning of giving in our hearts.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

TV campaign urged people to spread the joys everyday with small and simple gestures like Donating Hugs, Thank You’s, Smiles, High Fives, Jokes, Stories, and so on showing there were endless ways to Donate. Press ads encouraged people to donate their time to those who are most in need of company at this time of year. We reached out to the youth through our microsite, and through social media, successfully using the recently launched Instagram video feature all of which reminded people everyday to donate everything but money. Wataniya also launched the campaign from the inside out – encouraging its own staff and the management to be involved and set the standard. On the ground, volunteers were invited to donate the time by visiting orphanages, old-age homes, hospitals and help in preparing Iftar meals for needy.


Name Company Role
Cesar Jachan Impact/Echo Bbdo Executive Creative Director
Lokesh Achaiah Impact/Echo Bbdo Creative Director
Ramy Aziz Labib Impact/Echo BBDO Creative Director
Ayed Hassoun Impact/Echo BBDO Senior Arabic Copywriter
Akram Rehayel Impact/Echo BBDO Art Director
George Rizkallah Impact/Echo BBDO Art Director
Yara Raffoul Impact/Echo BBDO Art Director
Hussein Ali Hammoud Impact/Echo BBDO Account Director
Sarah M. Mobasher Impact/Echo BBDO Account Executive
Mukesh Makhijani Impact/Echo BBDO Creative Services Manager
Luciano Dipietro Impact/Echo BBDO Head Of Digital Dept
Patrick Semaan Impact/Echo BBDO Digital Creative Director
Ahmed Waheib Impact/Echo BBDO Art Director
Nathalie Badran Impact/Echo BBDO Social Community Manager
Ayman Rawashdeh Impact/Echo BBDO Sr. Developer
Rithesh Ozario Impact/Echo BBDO Sr. Developer
Kareem Hosni Impact/Echo BBDO Social Community Manager