2015 Winners & Shortlists

The Brief

The brief was to develop a campaign reminding Qatari Nationals about the importance of conserving energy during the Holy Month of Ramadan. Instead of lecturing, we used entertainment as an angle in which to get our message across. We identified a local Qatari comedian, someone who is well respected by everybody from Qatari Nationals, to Western Expats. We created thirty 60” TVCs, each containing a comedy sketch which were funny, ridiculous and inherently local. At the heart of each TVC was a message, discreetly telling people how they can be more mindful of their consumption.

Creative Execution

From a brand perspective, Tarsheed is a vibrant and proactive entity that seek to encourage all those living in Qatar to lead a healthier lifestyle whilst being mindful of the environment. We ensured that everything we did sat well with Tarsheed as a National Programme and was aligned with their overall vision. In terms of the challenge at hand, we developed the best creative solution possible to tackle a problem, which most local people don’t want or need to think about. We came up with an idea that people found entertaining, which meant they couldn’t help but pay attention.

Describe the creative solution to the brief/objective.

The creative solution to the brief objective was to use a well known local comedian to front our campaign. Selecting a likeable and entertaining character was key in ensuring that our audience sat up and took notice of our campaign. From an art direction perspective, we went with a very fun and vibrant look and feel consisting of illustrations and quirky cartoons. This made our campaign welcoming and appealing which was very important in order to deliver a message which people may otherwise have not been receptive to.

Results

On YouTube, we had a high number of users who watched the episodes and engaged with us through answering the daily question. (Total video views: 160,339 Click throughs: 1.71%) On Instagram, despite the lack of paid support, the organic growth is considered to be solid with increasing engagement levels. As for twitter, the number of participants was constantly increasing, reaching an average of 600 per day. Through this campaign, we have succeeded in building a strong relationship with our audience that found our content useful, as clearly proven in the number of tags and super fans advocating our content.