2017 Winners & Shortlists

The Campaign

FedEx Express service is the fastest. It makes cities in different continents look like they are neighbors. If your package is HERE, in a blink it’s THERE. We needed an innovative way to deliver this message and connect with generation Z. Using lenticular printing technique to merge cities together, we didn’t just deliver the message, but we delivered the feel of our fast service.

Creative Execution

We’ve created ads using a technique called lenticular printing, which is a multi-step process consisting of creating an image from at least two images, and combining them to show a set of alternate images which appear to transform into each other and placed them in different places in both female and male universities. Each one of these lenticular images show a Saudi city transforming into international ones simply by changing the angle the artwork is viewed from.

Indication of how successful the outcome was in the market

After observing these students going back and forth, we’ve interviewed them and asked for their feedback, thoughts and input about the activation and they’ve responded positively. We have added value to students from both genders successfully, and managed to capture their reactions on camera to further increase brand awareness and equity to those who were not there, and reached more students across the country.

Our message is simple and easy to consume. But what’s challenging is grabbing the attention of our target demography, who are very exposed and hard to impress. We needed to use a fresh execution, something they are not familiar with, something that will inspire and trigger their imagination. At the same time, it must be cost efficient and easy to produce to be spread over the universities.