2014 Winners & Shortlists

Results and Effectiveness

People from different age groups sketched their messages and uploaded their videos onto Facebook reaching over 1000 videos to feed over 1000 hungry stomachs. This year Ramadan became about greeting each other, visiting each other more often, spending quality time with others, and not only a social and religious obligation of donating. Through this initiative we truly allowed people to come together to be the hero in feeding children. And donating pure love and emotions, while we took care of the rest...

Creative Execution

Through Digital Platforms. No walking, no paper work - just plain love, from the comfort of your seat (or if you're passing by in the mall). Mediums such as Newspapers, Magazine and Outdoors are usually cluttered with Ramadani Campaigns. Yet the digital media goes unnoticed. We decided to tackle through Online channels, because of the time shifts that happen during Ramadan, Work and school hours have been shortened, shops stay open until right before dawn, and doctors and dentists offer appointments until 2am. So a lot of people spend a lot of their times on their social media platforms during this month.

Insights, Strategy and the Idea

Most corporations are present during Ramadan hence cluttering all channels whether it's a simple greeting message or a donation incentive linked to sales, however people do not feel part of this good deed but only glorifying the brand itself. Objective was to show that in a spiritual month, gestures and greetings can go further than donations. The link between those in need and those donating has gone missing, it became more of a social obligation rather than a deed coming out of one's own will. Samsung wanted people to take part of their Ramadan initiative by simply sharing a short video with a positive Ramadani greeting message. For every message shared a meal will be donated to feed a hungry child on behalf of the participant. So we created a facebook application along with offline kiosks inviting people to share their messages and add it to the chain of videos.