2016 Winners & Shortlists



Case Film

Presentation Image

CategoryCharities, Public Health, Safety & Awareness Messages
Entrant Company BOLD AGENCY Riyadh, SAUDI ARABIA
Advertising Agency BOLD AGENCY Riyadh, SAUDI ARABIA
Media Agency OMD Riyadh, SAUDI ARABIA

Brief Explanation

So many campaigns have been tackling the Syrian refugee crisis, but none of them reflected the real living conditions the refugees endure in winter. The world was aware of their plight, but awareness alone does not save lives, and donations are still insufficient as evident in UNHCR statistics. So, to raise more awareness and encourage further donations that could keep the refugees warm in a bitter winter, we had to bring people closer to the reality of life in the camps. Alwaleed Philanthropies and UNHCR collaborated to make that happen.

Results and Effectiveness

Within less than a month, total tweets increased to 38,000+; donations reached $633,000; 5,275 refugees are saved, and the warmth continues.

Creative Execution

We created heat-monitoring devices and fixed them to refugee tents across camps in different countries. The devices automatically tweet personal messages from the refugees along with the temperature in the tent, three times a day. The messages then appear on Twitter at #tweetforheat and on the website www.tweetforheat.com. Through the website, users can donate to save lives and see the warmth effect of the donations, retweet refugees’ messages to spread more awareness, view the temperatures in each of the refugee camps in different countries, and watch the refugees’ stories and routines of their daily lives. Technology can save lives.

Insights, Strategy and the Idea

To amplify the refugees’ voices throughout the world in the fastest way possible, we had to bridge the distance between refugees’ living conditions and people worldwide. This called for inventing on-ground technology that could constantly transmit real living conditions through an online platform: Twitter. Through Twitter, we could convey refugees’ messages, reach an ever-growing audience, and spread awareness effectively, then direct users to a campaign-specific website to raise more donations.


Name Company Role
Abeer Alessa Bold Agency General Manager
Mohammad Baalbaki Bold Agency Executive Creative Director
Rashad Moglbay Bold Agency Strategy director
Ziad Abou Rjeily Bold Agency Digital Creative Director
Mahmoud Nasab Bold Agency Operations Manager
Aljohara Alrasheed Bold Agency Senior Art Director
Yazeed Alhayef Bold Agency Account Manager
Fahed Awkal Bold Agency Production Manager
Joyce Abou Rjeili Bold Agency web developer
Shaden Almutlaq Bold Agency account planer
Sara Nasr Bold Agency Senior copywriter
mashail Faqeeh Bold Agency Copywriter
Tajammul Khan Bold Agency Graphic Designer
Mamoon Muhsen UNHCR Project Advisor
Mohammed Abu Asaker UNHCR Public information/Communications Officer
Talal Khoury Millimeter Productions Director
Akram Douglas Millimeter Productions Executive Producer
Ali Chiran Millimeter Productions Editor