2014 Winners & Shortlists

PRESERVING PRIDE

Grand Prix

Case Film

Presentation Board

Client/BrandHENKEL
Product/ServicePERSIL BLACK & PERSIL WHITE
EntrantDDB DUBAI, UNITED ARAB EMIRATES
Type of EntryPromo & Activation: Use of Media
CategoryMerchandising/In-store Marketing & Point of Purchase Displays
Entrant Company DDB DUBAI, UNITED ARAB EMIRATES
Advertising Agency DDB DUBAI, UNITED ARAB EMIRATES

The Brief

We wanted to create a direct piece of communication that celebrated the pride Emiratis take in wearing their national dress, the kandura and the abaya, wherever they go. A piece that also everyone could appreciate.

Describe how the promotion developed from concept to implementation

To celebrate the pride Emarati’s take in wearing their national dress, we designed customized bottles sleeves with interesting characters of Emirati men and women silk-screen printed on them. When fitted around the Persil Black & White bottles, these characters came to life. A limited edition batch of 10,000 bottles was released in supermarkets across the country on December, 2nd, 2013, UAE National Day. It was sold out in 4 days.

Describe the success of the promotion with both client and consumer including some quantifiable results

The response was incredible. The entire batch of 10,000 limited edition bottles sold out in just 4 days making it Henkel’s most successful promotional campaign to date. The idea is now being rolled out in Kuwait and KSA in 2014.

Explain why the method of promotion was most relevant to the product or service

Emiratis take pride in wearing their national dress, the kandura and the abaya, wearing it wherever they go. And Persil Black and Persil White are specially designed to help keep kanduras and abayas looking clean and new. So we created these customized bottle sleeves with silk-screen printed characters to help celebrate this pride.

Credits

Name Company Position
Firas Medrows DDB Dubai Executive Creative Director
Zahir Mirza DDB Dubai Creative Director
Ramy Elsakka DDB Dubai Art Director
Jitesh Narayan DDB Dubai Art Director
Ramy Elsakka DDB Dubai Designer
Zahir Mirza DDB Dubai Copywriter
Ramy Elsakka DDB Dubai Copywriter
Lokesh Karekar Illustrator
Ashish Varghese DDB Dubai Production Manager
Heba Elzoaiby DDB Dubai Senior Account Director
Omar Moursi DDB Dubai Senior Account Executive
Souha Dalloul DDB Dubai Planner
Henkel Henkel Client
Omd Media Agency
Golden Eye Gifts/Llc. Production Company
Ramy Elsakka DDB Dubai Illustrator
Aneesh Kumaran DDB Dubai Retoucher
Sanu Raju DDB Dubai Retoucher
Zanad Egypt Illustrator