2017 Winners & Shortlists

The Campaign

We are known for our authentic Arabic thinking that serves delightfully the new world. The Arabic language is a deep ocean that requires master divers to discover its beautifulness and hidden treasures. In the campaign, we mainly focused on the linguistically antonyms verbs and antonyms visuals. In four posters, and in each one of them, two antonyms drawings were painted on the faces of models representing two antonyms verbs, each verb contained the "net" term; which is the shortcut used for "internet". When launching the campaign, social media influencers were invited and asked to anonymously share the best and worst thing they did on the internet which was then posted on the company’s twitter account.

Creative Execution

The main design elements were: image of the model faces, the face painting, the fact that the paintings showed antithesis cases (Good/Bad), (Darkened/lightened). etc., And how the copywriting served the antithesis by the verbs used. It was all integrated, delivering a sole message. The design development process at first started with the sketches of the paintings, they were further approved, workshop was then made where artists came to paint and work on photography, afterward the verbal work was developed based on the concepts and lastly the computer processing was covered along with designing and video production. The images were portrait, emphasizing on faces only. Top ad: For collaboration | For isolation Decide how the internet should be First from the left: For learning | For ignorance Decide how the internet should be Second from the left: For communication | For contention Decide how the internet should be Third from the left: For evolution | For retardation Decide how the internet should be

Indication of how successful the outcome was in the market

Value added to brand Showing the timelessness and richness of the Arabic language and how it can be used to tackle a modern issue and deliver a strong message. Value added to consumer Inspiring the youth with innovative work that's creative verbally and visually as it was done by youth like them with zero budget. Reach There was a hashtag on twitter which was launched with the campaign that had a reach of 34298 unique users. Sales Not relevant Achievement The whole campaign was executed locally but with industry standards Other KPIs Zero budget We produced a making of video of the campaign to show the actual work

The strategy used was to utilize the creative local talents to produce an innovative verbal and visual antonym in a way that serves the online community audience best. Main elements of the campaign were: models of different genders, different age groups, and at different situations. Along with the real paintings drawn on their faces and the neat verbs used to showcase and deliver the message clearly. The Approach was to expose to the digital community audience the antonyms verbs and visuals, leaving them the choice to decide which path they’ll cross.