2014 Winners & Shortlists


CategoryConsumer Products
Entrant Company JWT Riyadh, SAUDI ARABIA
Advertising Agency JWT Riyadh, SAUDI ARABIA

The Brief

At SACO, Saudi Arabia’s leading hardware and homeware store, there was a problem in the Paint Department. Despite the quality and wide range of colors, the paint department had very little footfall. In order to drive footfall, Saco wanted to communicate their new “PAINT MIXING” service in its stores. The service offers customers the option to create the exact paint color they desire. Since the customers weren’t coming to the paint aisle, we decided to take the product to the customers.

Creative Execution

The different shades of paint were brought to life in a context that was unexpected yet relevant to our audience. Not only did we find an interesting way to showcase the different shades of paint, but we did so using items and references that our audience use in every day life.

Describe the creative solution to the brief/objective.

We all have different tastes when it comes to our beverages & sauces.By adjusting the ratios of the ingredients we can prepare them to a particular taste and a specific shade of color.With this in mind,we created crockery to be used in the coffeeshop that acted as a color swatch showing different strengths of tea,shades of coffee,and colors of sauce.For ex:when a customer received his coffee mug,he found instructions based on coffee to cream ratios to achieve a desired coffeetaste and its matchingcolor.Each shade on the crockery was labeled as a paintcolor available to purchase from the paint aisle


After 2 months, footfall in the Paint Department increased by 12% with 50% of the customers who passed by the paint department actually trying the color mixing. (Source: Saco Retail Data)


Name Company Role
Ramsey Naja Jwt Chief Creative Officer
Chafic Haddad Jwt Executive Creative Director
Rayyan Aoun Jwt Creative Director
Rawad El Dahouk Jwt Associate Creative Director
Pete Taylor Jwt Head Of English Copywriting
Maian Alken Jwt Copywriter
Nabil Khoury Jwt Senior Graphic Designer
Dana Al Kutoubi Jwt Planning Director
Lama El Am JWT Account Manager
Haytham Alhamidi SACO Chief Operations Officer