2016 Winners & Shortlists

The Campaign

The television commercial takes place inside a supermarket, where a family of three: a husband, his wife and their son are shopping for groceries. They’re pushing around their cart, looking around anxiously for the food items they’re about to purchase. Each individual starts piling up their personal choices into the cart as they navigate excitedly between the aisles. As the commercial progresses and they reach checkout counter, the food items are overflowing in the cart with junk food and there are multiples of the same item being scanned repeatedly. The sound of the food being scanned, then evolves into the sound of a heartbeat that eventually stops beating.

Creative Execution

In order to demonstrate the danger of obesity and unhealthy shopping behavior at groceries, Supreme Council of Health decided to showcase exactly how an obese family shops and show what they shop for. Keeping the environment and setting as realistic as possible, the key moment is at the very end when all the junk food is being scanned and ready to be paid for, the beeping of the scanner corresponds to the beating of a heart. That was to show the direct correlation between unhealthy food and how that contributes directly to your wellbeing and livelihood. The Qatari actors were selectively chosen as overweight to demonstrate social relevance to the issue at hand. The Supreme Council of Health is tackling this problem by launching a campaign to encourage healthier behavior towards food.