2017 Winners & Shortlists

KOL NOKTA BTEFREK

Silver

Case Film

Presentation Image

BrandLAW ANDAK DAM
Product/ServiceBLOOD DONATION
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryTypography
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES

The Campaign

Our idea was to show people the value of every drop of blood. The word “Nokta” means drop and dot in Arabic, depending on the context. And adding a dot to a word can change its entire meaning. So we launched “Kol Nokta Btefrek”, which means every dot and every drop counts. A print and poster campaign using large and distinct Arabic Kufic Typography with carefully chosen words reflecting the pained state of needing blood and showed how with one single dot or drop the meaning of the word would change to one that reflected positivity and hope. Because every dot, and every drop counts.

Creative Execution

In the way we designed our messages, we used visually distinct Square Arabic Kufic Typography and Swiss design principles to generate a greater and bolder call to action impact and recall value. The sharp edges and black Square Arabic Kufic typography ensure that the dot with its circle shape and red color stand out in every poster, and that people can comprehend the words before and after with equal ease. This is also further enhanced with the placement of the red dot itself, which is dropping in context to the word. Because every dot, and every drop counts.

Indication of how successful the outcome was in the market

Within a week of the campaign launch, the number of visitors to our site and social pages increased by 12%. This in turn led to a significant increase in the number of people registering as donors during this period.

We wanted to change the Egyptians’ attitude, who have become apathetic towards humanitarian initiatives, due to years of civil unrest and frequent exposure to violence and brutality, and get them register as donors on the first free online service that links blood donors to patients in need of blood. To ensure our message spreads across the country with maximum impact, we used Arabic, the country’s native language, and well understood by all sections of the Lebanese society. We launched a print and poster campaign using large and distinct Arabic Kufic Typography, with carefully chosen words reflecting the pained state of needing blood and showed how with one single dot or drop the meaning of the word would change to one that reflected positivity and hope. Because every dot, and every drop counts.

Credits

Name Company Role
Fadi Yaish Impact BBDO Dubai Executive Creative Director
Aunindo Sen Impact BBDO Dubai Creative Director
Ryan Atkinson Impact BBDO Dubai Design Creative Director
Bana Salah Impact BBDO Dubai Senior Creative Designer
Sarah Berro Impact BBDO Dubai Executive Arabic Writer
James Elgie Impact BBDO Dubai Motion and Image Making Lead