2015 Winners & Shortlists

The Campaign

In Saudi Arabia entertainment is only limited to only having a bite at a restaurant or shopping at a mall; thus it lacks the various sources of entertainment from theaters to cinemas or any other forms. Therefore, pessimism takes a major place in Saudis lives where they only see the half empty cup of life. Even when it comes to Social Media, Saudi Arabia, a country of 30 million individuals view more than 90+ million videos per day. Nevertheless, most of the viewed content varies between the cynical YouTube shows such as Sa7i, La Yekthar, Eysh Elly etc.

Results

Saudis have a high level of frustration. This frustration originates from the fact that suppression comes in all shapes and forms be it political, cultural, social, religious, exacerbated by the lack of entertainment. The challenge originated from the fact that people always see the cup half empty and believe that their lifestyle is saturated with monotony. In line with its belief of diversity leading to harmony, Rabea Tea sees life as a rainbow full of color and not just yellow which resembles the nature of Saudi Arabia. From this thinking, Rabea Spring online music video was developed with lyrics that were based on showcasing how pessimistic a yellow world can be and it is only through ones actions to color this world and make it full of life. Only when believing that a world is full of possibilities people can realize their true potential and ultimately see the Spring in their lives. The music video was launched on Rabea’s Tea YouTube page with an ending having the hastag #الدنيا_ربيع_لما which acts as an invitation for the people to express what is spring to them thus empowering the positivity within them .

Twitter and YouTube are the leading social media platforms in KSA. We developed a music video describing a world full of colors and possibilities, ending it with a hashtag #الدنيا_ربيع_لما (Spring is when) where we asked people to share how they view their spring. The video was launched on YouTube and the hashtag was activated on Twitter.

In one week the video was viewed by 325,000 viewers. The hashtag reached an impressive 9,539, 039 impressions with an estimated reach of 5,823,046 unique users in a country which population does not exceed 30,000,000 individuals.