2017 Winners & Shortlists

The Campaign

We created a product that kept labourers cool and gave them the feeling of air-conditioning using a cooling agent that was available everywhere they went – water. “The AC Vests”: a product idea that positively changed how labourers took the hot and humid weather conditions on, and also became an effective media channel for Emirates NBD to show it understood the problems of SMEs, had solutions for those problems and as a result, helped the bank start conversations with SMEs in the UAE.

Creative Execution

“The AC vests” are unique vests made of a special cooling fabric, different from the typical safety vests that labourers wear during the summer heat, and from cooling jackets worn by athletes that were available in the market. With cooling mechanisms and refrigeration facilities being non-existent on construction sites and the relentless hot weather not allowing for cooling material or jackets to remain cool, these vests are designed to work with something that is easily available at every site: Water.   All that needs to be done is to submerge the vests in water. And the special polymer-blend fabric absorbs up to 340% of its weight in water, distributes it uniformly for around 8 hours of cooling (a typical working shift for a labourer in the UAE) and reduces body temperature by 5-7 degrees (centigrade). The lining contains the water within the vests, keeping them dry on the outside.

(1) 2000 AC Vests were funded by Emirates NBD, becoming a channel to reach construction firms. (2) 5 million people watched the film, in a country of 10 million. (3) $750,000 earned media value for a total cost of $50,000. (4) Famous news and media platforms covered the idea: Sky News Arabia, Abu Dhabi TV, City 7 News, Khaleej Times, Gulf News, Emirates Business, Gulf Today, 7 Days, Al Khaleej, Al Bayan, Arabian Industry, Zawya, Arabian Marketer, Eye of Dubai, Dubai City Guide, Dubai Eye, Hit 967 and 89.1 Radio 4. (4) The idea received positive media sentiments too: “Technology to benefit workforces” (MSN), “High-tech apparel for labourers’ comfort” (Construction Week), “Low-cost tech reduces body heat” (TrendHunter) (5) +67% higher equity vs. competition. (6) 40 leading organizations with outdoor workforces opted to implement the idea. (7) 150+ new constructions accounts opened during the first 2 months; +21% growth in acquisitions.

This is a case that shows how helping labourers face high temperatures during the unbearable summer, helped a bank engage UAE's growing construction industry and attract new clients; vs. unsuccessfully promoting banking plans to construction firms like other banks were doing through conventional media channels. With an innovative product idea at the core and content about it being distributed across channels across the UAE, we made the brand more famous, more respected and more attractive to construction firms, as more construction clients were acquired by the bank.

The Problem: There is no effective way for labourers to keep themselves cool in the face of the relentless heat and humidity. Cooling mechanisms and refrigeration facilities are virtually non-existent on construction sites and the relentless hot weather does not allow for cooling material or ice jackets that were brought in from the camps to remain cool on the construction sites. They lie in the shade during the breaks, wet a cloth or a hand towel with water and place it on their heads to remain cool. The only cooling solution available is water. The Inspiration: “At least we have coolers and AC (air-conditioning) in the camps during the heat; but outside we don’t even have AC (air-conditioning) to keep us cool.” (Ahmed, a construction labourer) The Strategy: Since we couldn’t change the weather conditions around them, what if we empowered them to take those conditions on?