2017 Winners & Shortlists

The Campaign

To change the public perception of the Kingdom’s true wealth being nothing more or less than oil and to define the true wealth of the Kingdom.

Creative Execution

To intrigue the public, we began the campaign with an on ground mystery; unbranded oil barrels placed around the country with an open ended statement “Our real petrol…”. To trigger online conversations we encouraged influencers to question the meaning of the barrels. On the National Day, we launched a video explaining the purpose of the barrels and its true meaning as a symbol of true Saudi youth potential. The video contained replicas of the barrels, only this time with the statement “Our real petrol is our ability” – which was also the hashtag used during the reveal stages of the campaign.

Online conversation about the barrels went viral. People began to guess and debate over what the barrels really mean across a number of social media platforms. 9 days after revealing an Almarai branded video, which explained the true purpose of the campaign, we achieved the following; - Over 12 million Video Views - Over 60 million Impressions - Over 10 million Post Engagement - Organic coverage by major media brands such as MBC In line with governments Vision 2030 plan to motivate Saudi youth, the campaign found a place for itself as one of the most effective empowerment campaigns for the youth.

The campaign demonstrates a clear integration between on-ground, social media platforms and mass media channels.

We wanted our creative idea to target the young generations of Saudi Arabia and to motivate them with a mindset that they are the future and that their capabilities are fundamental in the prosperity of the Kingdom. Our approach involved targeting the public through ambient on-ground works, in order to building intrigue and move the conversation to online social media platforms.