2016 Winners & Shortlists

Brief Explanation

Direct Mailer was the most appropriate method that added a physical element to the campaign and also made it more personal to our target audience. We wanted to make something that was tangible and a conversation starter, which was the soul purpose of our idea.

Creative Execution

IBM as an organization believes in hiring practices that possess equal opportunity for all employees. The core thought behind the idea was ‘being standard doesn’t always mean being right’. We created a set of Direct Mailers to IBM employees that weren’t standardized, yet conveyed the same message. This was an important message that reinforced the fact that ‘disability isn’t inability’.

Results

A lot of internal buzz was created within IBM Middle East & Africa by both the HR department and IBM employees throughout the region. The IBMer’s behind the campaign were flooded with positive feedback and appraisals. The campaign generated more than 300 discussions within the first week of the launch in more than 30 offices.