2014 Winners & Shortlists

The Campaign

It is well known that Saudi Arabia is a very conservative country especially when it comes to art, public events and social activations, although most of the residents are well exposed and have eager to see something out of the ordinary specially inside the most visited places like SACO. So a high risk was taken, especially that our Art piece is shaped like a human face.

Results

SACO is a pioneer in the hardware retail and wholesale business, the largest total-solution home improvement superstore in the Kingdom of Saudi Arabia. The Brand wanted to promote the New IXO screwdriver from Bosch, focusing on the product features as well as the additional power that the product can provide with its new lithium-ion technology. The strategy, therefore, is to create an experiential marketing event connecting the brand and the target audience by creating an in-store display to demonstrate the product performance of Bosch IXO Screw driver. To do so, we created a Screw Art poster with the size of 1x1 m2, using 15,000 screws and 178 hours of drilling, under the concept “ Nailed it “ where every screw to the smallest detail was installed forming a man’s face shape. The poster was displayed in SACO’s main outlet among the Bosch IXO screwdrivers for 2 weeks, after that it started the, 20 stores of SACO, tour.

Our audiences were impressed with the art piece. It was something created by a medium we all use at home but in a different artistic way. People got the chance to touch it and take pictures, too.

The Poster literally stopped the traffic, and before we knew it the word spread. This exhibition demonstrated the effectiveness and suitability of the Bosch IXO in every task required of it, as well as promoting SACO as a destination for design professionals and artists where they can also purchase all needed items in one easy stop.