2016 Winners & Shortlists

THE FIRST MINING HELMET PROJECTOR

BrandSAUDI ARABIAN MINING COMPANY 'MA'ADEN'
Product/ServiceANNUAL REPORT
EntrantJ. WALTER THOMPSON RIYADH, SAUDI ARABIA
CategoryMailings
Entrant Company J. WALTER THOMPSON RIYADH, SAUDI ARABIA
Advertising Agency J. WALTER THOMPSON RIYADH, SAUDI ARABIA

Brief Explanation

Annual & financial reports are a major tool used by corporations to display their financial capabilities and operational performance, as well as set out their long-term strategies. Every year, annual reports are sent to major shareholders & stakeholders with the purpose of affirming the financial position of the companies they invest or have interest in. With this in mind, Ma’aden’s annual report was the most direct method used by the brand to verify and validate its capabilities and financial position to its major shareholders, as the report was mailed directly to them, not their financial advisors, in addition to key and influential stakeholders. The report is Ma’aden’s part of a direct conversation between the brand and those who own stakes or have an interest in the brand

Creative Execution

Through a meticulous design process, we transformed the front light of a mining helmet into, literally, an overhead projector – which revealed Ma’aden’s newest endeavors and biggest achievements all the while symbolizing discovery and safety. This new product, called Quest ’14, was distributed to our target audience who immersed themselves into Ma’aden’s journey of continuous quest for new resources. Thus, Quest’14 was utilized to accentuate the current state of the business, its sound and safe financial position, and its core essence. A number of helmets were produced, however due to positive feedback, another batch that was distributed in March.

Results

Major Stakeholders & shareholders received important data about their investment in a non-conventional and engaging form. In total 50 helmets were produced with the objective to open a minimum of 20 conversations with VIP investors and stakeholders. The response rate exceeded all expectations with around 31 calls and letters of interest from different VIP stakeholders wanting to investigate the additional opportunities and future plans of Ma’aden which is 55% more than the target that we wanted to achieve in the first place. Furthermore, an additional 5 helmets were requested by Ma’aden to be used in trade-shows, exhibitions and company events.

Credits

Name Company Role
Chafic Haddad J.Walter Thompson KSA Chief Creative Operations Officer
Rayyan Aoun J.Walter Thompson KSA Executive Creative Director
Manuel Kurkjian J.Walter Thompson KSA Copywriter
Elie Daccache J.Walter Thompson KSA Digital Project Director
Joseph Maalouf J. Walter Thompson KSA Art Director
Alaa Abu Hammeen J.Walter Thompson KSA Business Director
Charly Wehbe J.Walter Thompson KSA Head Of Channel/Technology Planning
Ali Khalil J.Walter Thompson KSA Strategic Planning Director
Salim Keyrouz J.Walter Thompson KSA Account Manager
Waleed Al Shaikh Ma'aden Director/Corp Communication
Saeed Abdulrahman Al-ghamdi Ma'aden Senior Communication Leader