2016 Winners & Shortlists

The Campaign

A well dressed and mannered Kuwaiti man arrives at a golf course. As he walks around saying hello to his western colleagues and choosing his favorite golf club, a voiceover comes on talking to him in a teasing manner pointing out the pretense of his style and manner. He points our how he lives a lie, referring to his driver as a "chauffer" and how he prefers listening to Beethoven in the morning rather than Khaled Al Mulla. As the man goes for his first shot, our VO tell him "Wanna know when your real side comes out? Let' see what happens when you hit a hole in one". At that point, the hero scores and we are taken into a series of flashbacks from Kuwaiti history including when the Kuwaiti soccer team scored a goal in the world cup. When we come back to reality, the pretense is gone, and our hero performs a celebratory dance in a traditional Kuwaiti style without a care in the world of how he looks. We cut to the end line of "We Know You Well".

Creative Execution

Narrator: I know your style You were probably raised in the US Spent most of your time between Cannes and Porto Banos You’re the kind of guy to refer to his driver as a “chauffeur” The last time you had “imawash” (a local kuwaiti dish) was form the days of “intalaq 6” (a kuwaiti name for a mobile phone from the 90’s) You don’t hang out with any Hamouds or Abouds… You prefer to be friends with David… or Christopher… You start your day off with an Egg’s Benedict and some Beethoven What’d wrong with “Bajela” (local kuwaiti street food) and “Khaled Al-Mulla” (a local kuwaiti folk singer), eh? Be honest, does your father know you refer to your wife as “honey”? But take it from me, wanna know when you real side comes out? Let’s see what happens when you hit a hole in one… (after sequence) Yep! I knew it! In moments like these, you don’t mess around End line: We Know You Well