2015 Winners & Shortlists

Brief Explanation

Challenges to encounter: - People perceive the Arabic language a difficult language to use, lacking modern relevance in regards to social media platforms. - People whose mother language is Arabic tend to use "arabeezi" on social media platform The campaign aimed at reinstalling Arabic language pride and enriching Arabic online content by: - Capitalizing on the Arabic Language Day (18th November) and making it a recognized day by Arabs in the region - Encouraging people to use Arabic letters on Social Media platforms, in order to increase online Arabic content - Minimizing the gap between technology and the Arabic Language

The Brief

We were asked to amplify and capitalize on a previous campaign that highlighted Arabic handwriting recognition capabilities of the Samsung Note 4 while focusing on a social cause that resonates with the people in the Levant rather than the product itself. The Agency's goal was to come-up with an initiative that put the cause at heart rather than the product itself to emotionally connect with the people.

How the final design was conceived

To showcase the beauty of the language while portraying a modern twist, we created 28 unique Arabic letters that reflected the brand's innovative identity. The letters were created in a way that was as expressive and as colorful as possible allowing people to take pride in sharing them and making them their profile pictures. The letters reflected various personalities through the use of different colors, fonts, shapes and designs. The overall collection was specifically designed and tailored to look as trendy as possible for social media platforms and users. Colorful templates where created following the same spirit of the letter collection

Indication of how successful the outcome was in the market

The letters developed were all over social media. People started tagging each other with letters corresponding to their names and changed their profile pictures accordingly. A variety of random online users contributed with their own innovative designs, adding their own unique twist to the concept. Our movement gave birth to 122,000 online Arabic posts, reminded 177 million people of the beauty of Arabic letters and ensured that the Arabic language will live on as long as we champion it.

Samsung is one of the leading technological companies in the world. Their constant innovation globally and massive presence in the Levant region is undeniable. Their primary goal is inspiring people rather than simply being an electronics provider. Samsung's main target audience in the region are the Arab youth. They are always on the run, constantly chasing instant gratification. They’re tech savvy people utilizing technology to achieve their goals in hope of realizing their dreams . To them technology is a mean to an end and convenience ranks high in their books when it comes to choosing their latest gadgets.