NESCAFE ARABIANA - PRE-ROLL FREEKICK
Brand | NESTLÉ MIDDLE EAST FZ |
Product/Service | NESCAFE ARABIANA |
Entrant | PUBLICIS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Fast Moving Consumer Goods |
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
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 |
Links
Video URL