2015 Winners & Shortlists

Brief Explanation

To make young people in Saudi feel that this is a worthwhile company. The brightest and best people want to work for companies that care. The review will also be shared with an international audience to help promote ALJCI as a world-class Foundation.

The Brief

ALJ have a long history of work in Poverty Relief, Education and the Arts. Through their training programmes, they have created more that 300,000 jobs in the last decade. ALJ are well aware that young people in the region feel very distant from the big, successful companies like theirs. This report is design to talk to the young, in language that they will understand and a style that they feel at home with. This is the only example of its kind in the Kingdom.

How the final design was conceived

We want this report to talk to them so we used bold typography, a stark art direction and subtle printing techniques to create a book that would speak to them, not just through the words on the page. How you say it is just as important as what you say.

Indication of how successful the outcome was in the market

After Mr Jameel's visit to the USA, Washington requested a print run of 700 copies of the Report. In the UK Honours List, Mr Jameel was awarded and honorary Knighthood for his Community Works. The Report was a key component in the PR campaign.

In 2003, Abdul Latif Jameel Community Initiatives (ALJCI) was founded as the Corporate Social Responsibility arm of the Abdul Latif Jameel Group, the largest independent distributor of Toyota and Lexus vehicles in the world. Today ALJCI runs a considerable set of initiatives. From individual, community and Arab life as a whole in Saudi Arabia and beyond, ALJCI has the welfare of its people at heart. By promoting Arab arts and culture in the Middle East and around the world, working against unemployment, enabling research for poverty alleviation, and providing education and training opportunities, ALJCI has successfully promoted positive social change.