2016 Winners & Shortlists

Creative Execution

- The project was brought to life through the use of a microsite calling for nominations, 30 days before Ramadan. Further reach was garnered via social media ads and posts, PR stories, radio testimonials and in-store posters - Within just a span of 3 weeks, a total of 586 nominations were received and shortlisted. A crew was sent to compile, document and film the stories of these unsung heroes. - The first video went live on the first day of Ramadan and everyday then after for 30 days. - The 30 unsung heroes were felicitated at an award ceremony with an 18 carat gold heart weighing 50 grams.

- The campaign received an overwhelming response with 586 nominations across GCC. The campaign was well received on social media i.e. Facebook & Instagram with overall impressions of 14,566,557 | 66,000 video views & 350 shares on an average for each of the unsung hero videos which were published on the Splash Fashions Facebook page every day for 30 days of Ramadan. - It also featured on Gulf News, Khaleej Times, various blogs from the UAE & beyond - A Splash 'Heart of Gold' award ceremony was organized to reward these selfless 30 unsung heroes wherein Mr.Raza Beig, CEO- Splash & ICONIC personally felicitated the 30 winners in an intimate ceremony where they shared their experiences and interacted with the other nominees. - They were given a trophy and an 18 carat gold heart weighing 50 grams.

Splash is a 23 year old brand with a strong brand equity & its objective is to build an emotional connect with its consumers Idea & Strategy: - The “Heart” or “Love” has very much been a Splash asset since inception. While they were used extensively in the context of fashion, they had never been seen from a heartfelt angle and this led to the development of the Splash 'Heart of Gold' Project. - Splash ‘Heart of Gold’ has been instituted not only in the true spirit of giving during the holy month of Ramadan, but also as a tribute to these unsung heroes who devote their time, money and effort selflessly to the cause of humanity. - Splash tapped this by bringing to light some very personal stories… The challenge was to pull in the right nominations, communicate in a unique and special way that garners people.