2015 Winners & Shortlists

HISTORY IN COLOURS

BrandSCIB PAINTS
Product/ServicePAINT
EntrantIMPACT BBDO Cairo, EGYPT
CategoryPosters
Entrant Company IMPACT BBDO Cairo, EGYPT
Advertising Agency IMPACT BBDO Cairo, EGYPT

Brief Explanation

Being a local company is not always seen as a plus unless this was somehow put in an emotional context. So by building on heritage and associating the brand with Egyptian inspirational icons we felt this can be achievable.

The Brief

In a very low involvement category creating affinity with end-consumers is never an easy task. Especially for a leading company like Scib which is an Egyptian paint company that for some reason, nobody knows is Egyptian even though it's been around for 33 years. The challenge was to showcase the heritage of the brand and make people understand that it's actually a Egyptian company.

How the final design was conceived

Naguib Mahfouz and Om Kolthoum, two of Egypt's most infamous icons. When you see the visuals at first glance, you think that photographic mosaics have been overly used as a method of art direction. However, looking closely at the picture, you will realize that every section of the hundreds present are specific SCIB colour palettes with their own codes.

Indication of how successful the outcome was in the market

Given the nature and scope of the project, there is no specific figures that we refer to. However the way people interacted when they saw the posters was very engaging and emotional.

Scib generally targets both painters and end consumers. In this campaign specifically the objective was to create some sort of affinity with end-consumers. Its a very innovative company that always have a new approach to how things are done. So paint is never a bucket and roller, but rather inspiration and emotions being expressed. As a company, its the biggest player in Egypt in terms of volume and the second after Jotun In terms of perceived image.

Credits

Name Company Role
Hussam Mourou Impact BBDO Cairo Executive Creative Director
Ahmed El Keiy Impact BBDO Cairo Creative Director
Mohamed Gaber Impact BBDO Graphic Designer
Noor Hassanein Impact BBDO Senior Copywriter
Mohamed Sadek Impact BBDO Group Account Director
Rania Guneid Impact BBDO Senior Account Executive
Emile Tabanji Impact BBDO Cairo Managing Director