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

Ever had a guy from your small town that everyone knew? You grow up and he’s the most famous guy on the block, just as a character and not for anything specific that he’s done. Well Kuwait is the equivalent of a small town. And everyone knows our hero, Salem Al Tawajir. He’s not an actor, singer, or celebrity in any way. But everyone who grew up in Kuwait during the 80’s knows him or of him. The way he dressed, the different hairstyles he had, the car he drove etc. For our campaign, we dug Salem out from the shadows, and cast him in the main role in an effort to give the ad a little kick without having to go for a more obvious “celebrity” choice. This also was essential for the concept of “We know you well” that aside form all mentioned in the ad, even the person we cast highlights how well ingrained into the society we are.