2016 Winners & Shortlists

ENERGY WORLD QATAR

BrandQATAR SHELL
Product/ServiceQATAR ENERGY WORLD
EntrantIMAGINATION Doha, QATAR
CategoryPosters
Entrant Company IMAGINATION Doha, QATAR
Advertising Agency IMAGINATION Doha, QATAR

Brief Explanation

Qatar Shell and its long term partner Qatar Petroleum are committed to supporting the human development and environmental pillars of the Qatar National Vision 2030. This includes educating young Qataris and encouraging them to contribute to the development of the fastest growing economy in the world. Getting the younger generation interested in subjects like science, technology, engineering and mathematics (STEM) is a challenge for every society today. Qatar Shell and Qatar Petroleum in association with the Qatar Tourism Authority set out to present a national science festival to inspire youngsters to consider technical careers and choose technical subjects.

The Brief

Develop an integrated advertising campaign to drive attendance and maximise participation, particularly by students and the general public. Engage the primary audience – young people in Qatar (especially Qataris) aged 7 to 22 (male and female); students in high schools and universities; teachers and families. Deliver a clear call to action based around a defined campaign proposition. Articulate a direct link with STEM subjects while expressing the fun aspects of the experience to trigger interest and generate enthusiasm.

How the final design was conceived

The challenge was to engage young visitors and interest them in those subjects through a fun experience designed with their needs in mind. In other words, make the kids the stars and empower them to become scientists, engineers, inventors. Because kids of all ages love a hero, we created a team of ‘super-heroes’: five characters inspired by STEM subjects. A Designer, Engineer, Connector, Inventor and Adventurer showed how special super-powers come from studying STEM subjects. For the pre-event integrated advertising campaign we developed a colourful illustrative style drawing on the established vernacular of US comic book superheroes. This emphasised the fun, active aspects of the event and hinted at the exciting adventures to be enjoyed when you ‘Join The Energy Generation’. The main compositional element was a grouping of the five characters, presented in a way which defines their individuality while positioning them as a united team. This approach produced attention grabbing visuals that worked across channels and unified pre-advertising and on-line communication with on-site collateral.

Indication of how successful the outcome was in the market

22,332 total visitors Over 90% of students said it made learning about STEM fun 86% of teachers rated the exprience as inspirational in encouraging students' interest in STEM The event achieved a total of 82 minutes of television air time. It attracted local television broadcasters, including Qatar TV and Al Rayyan TV, which broadcast live from the VIP opening for their popular morning show ‘Sabbah Rabbah’. Having two young Qataris employed by Qatar Shell as spokespeople for the event enabled more broadcast coverage; they made two appearances each on Qatar TV and Al Rayyan TV in news and programme segments. Print coverage accounted for 30% of overall reported press coverage generated around the event. A total of 24 Arabic stories accounted for 61% of overall print coverage with 15 English stories accounting for the remaining 39%. With reference to social media.

Credits

Name Company Role
Jiri Bures Imagination Ltd Creative Director
Tom Gray Imagination Ltd Strategy Director
Wesley Richardson Imagination Ltd Creative lead
Robyn Spencer Imagination Ltd Art Director
Johnny Lighthands Imagination Ltd Illustrator
Thomas Maxwell Imagination Ltd Graphic Designer
Adel Noueihed Imagination Ltd Business Director