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. 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.