2017 Winners & Shortlists

Brief Explanation

Saudis were saying “no” to NESCAFÉ Arabiana simply because they believed that instant Arabic coffee can’t taste as good as Arabic coffee. This reasoning springs from a deep-seeded Saudi attitude to resist new ideas. So we set out to change it. We launched our campaign with a tongue-in-cheek film about a group of Saudi kids who are taking a group picture in a classroom. They can’t all fit into the frame. So one clever kid tapes the camera on a meter scale for a wider shot. The idea is instantly rejected as ridiculous by one kid. Many years later the same kids – now all grown up – see tourists with selfie sticks. As they sip their NESCAFE Arabiana, they’re all reminded why they shouldn’t say no to good ideas.