2014 Winners & Shortlists


CategoryDigital Media in a Direct Campaign
Entrant Company LEO BURNETT Jeddah, SAUDI ARABIA
Advertising Agency LEO BURNETT Jeddah, SAUDI ARABIA

The Brief

The Agency’s Proprietary Research (HumanKind Quotient Research: conducted locally in Saudi Arabia on July 2012 across 15 categories, for 65 brands&including 3,000 respondents.Also, the research was conducted globally in 11 countries including 155 categories,for 778 brands&including 37,900 respondents) has shown low affinity scores for Nahdi,the score was 54% lower than the retail category average and 34% lower than the Saudi Brands Average. The objective was to transform Nahdi pharmacy from a silent&faceless destination into a one that is cares for its community. Our strategy was to change Nahdi from a place that sells medicine,to a place that gives hope.

Creative Execution

We were aiming to Identify a meaningful, relevant&convincing role for Nahdi pharmacy to play in the lives of the Saudis & Creatively bring this role to life&have the people of Saudi engage&actively participate with the brand Moreover, create overall engagement&SM engagement with the mass population of Saudi. Our stands became a popular destination,where we invited SM celebrities to do the act themselves&attract everyone passing by. The voice of hope, started by Nahdi, became the people’s voice&Nahdi donated SR250K to SANAD.

Describe the creative solution to the brief/objective.

The strategy meant to be an ACT.We encouraged people to do the actual ACT of spreading hope themselves. We used the YouTube celebrity Omar Hussien&had him seek the help of the people to give hope to: “Children with Cancer”.We shot a clip showing the celebrity shaving his head in compassion with the children&inviting people to join us at several malls to share sentiments.At the booths we had people take pictures of themselves with our sentiments of hope&upload them to Nahdi’s SM platforms. We announced that for every picture uploaded,Nahdi will donate 5 Saudi Riyals to SANAD Children’s Cancer Support Association.


Ipsos Price Perception Study June 2013 showed: -The new brand identity&brand message has reached 64% of the population -Around 1M USD worth of free PR coverage as per the rate card -The teaser YouTube clip had 150K views in 2 weeks -Over 70K FB interactions/week -5 star rating on the FB star metrics -In mall-activations,more than 5K picture were uploaded to Nahdi SM platforms in 3 days -The campaign had 26M impressions on SM platforms


Name Company Role
Mohammed Bahmishan Leo Burnett Creative Director
Feras Shoujah Leo Burnett Associate Creative Director
Haitham Darwish Leo Burnett Art Director
Hassan Ghalayini Leocomm Pr Director
Nader Naamani Leocomm Pr Manager
Thamer Farsi Leo Burnett Group Communication Director
Waleed Hmeidan Leo Burnett Communication Supervisor
George Maktabi Leo Burnett/Leocomm Managing Director