2017 Winners & Shortlists

NESCAFE ARABIANA - FREEKICK

BrandNESTLÉ MIDDLE EAST FZ
Product/ServiceNESCAFE ARABIANA
EntrantPUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryDrinks
Idea Creation PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement MEC MENA Dubai, UNITED ARAB EMIRATES
Production DEJAVU Dubai, UNITED ARAB EMIRATES
Additional Company THE ONLINE PROJECT Dubai, UNITED ARAB EMIRATES

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. When things go sour in a football match after a foul, one clever kid draws a line on the field to mark the penalty kick. The idea is instantly rejected as ridiculous by the referee kid. Many years later the same kids – now all grown up – witness a professional football referee drawing a line on the field to mark the foul. As they sip their NESCAFE Arabiana, they’re all reminded why they shouldn’t say no to good ideas.

Credits

Name Company Role
Maya Khammar Publicis Middle East Client Services Director
Teddy Abdelnour Publicis Middle East Associate Account Director
Abdel Rahman Hassouna Publicis Middle East Senior Account Executive
Kimi Nath Publicis Middle East Regional Planning Director
Jan Leube Publicis Middle East Regional Executive Creative Director
Vijay Simon Publicis Middle East Regional Creative Director
Nadia Karim Publicis Middle East Art Director
Heba Kharouf Publicis Middle East Agency Producer
Abdel Hamid Bekhettou Publicis Middle East Senior Arabic Conceptualizer
Aliya Hussain The Online Project Senior Account Director
Reem Hindieh The Online Project Account Manager
Razan Abu Ghoush The Online Project Senior Community Manager
Khaled Shehab MEC MENA Business Unit Director
Wassim Barbara MEC MENA Senior Account Director
Mais Amad MEC MENA Integrated Media Planner
Vikrant Shetty MEC MENA Group Account Director
Nilofer Kassem MEC MENA Manager – Branded Content
Scott Spurgeon MEC MENA Senior Digital Manager