2014 Winners & Shortlists

Brief Explanation

"Nobody believes that they are going to win large corporate competitions. Especially in a World Cup year (where there are more promotions than you can shake a stick at), disbelief in corporate culture and belief in bad luck culminate in a losing mentality for people participating. We wanted to tackle this by showing that you should never throw away your chance because with McDonald’s, you can win at any time; and if you don't, “Abo Galambo” might go in your place. Abo Galambo, a name used to refer to a certain kind of sea crab in Arabic, is a cultural icon through all levels of society. So we used him to create a funny story about him winning the trip instead of someone who disbelieved in the competition and wrote Abo Galambo’s name instead. Our message: Don’t waste your chance."