2015 Winners & Shortlists

Creative Execution

The execution used sections of the GMC Yukon 'Lead by Example' TVC and gave people the opportunity to 'take control' of the journey by navigating through these sections. The technique enabled the public to 'take control' of the journey by navigating through these sections. The technique enabled the public to 'take responsibility' for the narrative and be the heroes of our story, tying in with our underlying communication message: 'Those with true power know when to use it'.

The region's first Masthead with Channel Connect (controlled by smartphones). It generated over 31.8 million impressions and over 780 thousand mobile clicks for the masthead. Yukon Youtube TVC "Lead by Example" gleaned 1,403,223 English Version views and 1,841,118 Arabic version views. Yukon Masthead clicks - CROSSSCREEN MASTHEAD RESULTS OVERVIEW: Advertiser GMC Display, Market GCC, Impressions 31,864,828; Mobile clicks to watch page: 786,640; Desktop clicks to website: 13,020; DoubleClick Industry Benchmarks - EMEA; Cross Screen Benchmark; Impressions 25.80 M - 28.43 M.

GMC tasked us to develop a campaign that addressed sales after the first quarter of 2014. The campaign focused on repositioning Yukon as a sophisticated SUV (with refined interior and exterior features) rather than just a road bully. The Lead by Example concept communicated the mantra of 'power comes with responsibility', a sentiment especially relevant given the current turmoil of the Middle East. The strategy was an open invitation to engage our traditionally boorish target audience in a conversation about the need to balance strength with compassion.