2015 Winners & Shortlists

COLOUR EXPERIMENTS: THE KINDERGARDEN

BrandHEMPEL
Product/ServicePAINTS
EntrantMEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
CategoryNon-Fiction: series or film
Entrant Company MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
Contributing Company MEMAC OGILVY & MATHER Jeddah, SAUDI ARABIA
Production Company UMBRELLA Budapest, HUNGARY

The Campaign

Saudi Arabia is a world leader in digital content. With the highest number of YouTube uploads and being in the top 10 of YouTube downloads, twitter and Instagram usage, Saudi people watch online content as an everyday routine. YouTube shows and other videos are followed by millions, they sometimes have a broader reach than TV.

Results

Paint companies usually focus on their product quality. We wanted to differentiate Hempel by going beyond the surface and explaining the psychology of colours. To increase awareness, we started with an outdoor campaign, then we moved on to branded entertainment. The entry film is the first part of a series of videos showing a real experiment on how certain colours effect human mood and behavior. This way Hempel can become the expert in the category and it can also involve consumers emotionally giving it a huge advantage over competing brands. We took a room in a kindergarden and painted it in two different colours on two consecutive days. We shot with many hidden cameras so that we don't miss any of the nice moments of the experiment. In the red room there was more fighting, the next day, in the blue room, much more collaboration.

We created a social media campaign and a digital PR campaign drawing people to watch the content.

In 5 days, we reached more than 100.000 you tube views.

Credits

Name Company Role
Attila Nyeki Memac Ogilvy Executive Creative Director
Mahmoud Eissa Memac Ogilvy Associate Creative Director
Marina Dupre Memac Ogilvy Senior Art Director
George Serhan Memac Ogilvy Art Director
Mohamad Baitie HEMPEL Regional Brand Manager
Rami Rihani Memac Ogilvy Account Manager
Mohammad Al Mohaisen Memac Ogilvy Senior Copywriter