2017 Winners & Shortlists

WATER SNACKS

BrandRAYYAN WATER
Product/ServiceRAYYAN WATER
EntrantY&R DUBAI, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Idea Creation Y&R DUBAI, UNITED ARAB EMIRATES
Additional Company Y&R Doha, QATAR

The Campaign

There are plenty of scientific reports talking about the importance of drinking more water. And well known experts, like Michelle May (Discovery Health Channel, Dr.Oz and Oprah radio) claim that the key is awareness – understand what your body is really asking for. Research says that the symptoms are so similar that 40% of people mistake thirst with hunger. And this leads to dehydration, gain weight and obesity. We wanted people to question what their bodies are really in need of. So we created the Water Snacks – special packaging in the shape of the most common snacks, but rather than containing food, they contain water. We placed them into special vending machines, right next to regular ones. And gave people the chance to choose.

Creative Execution

There are plenty of scientific reports talking about the importance of drinking more water. Research says that the symptoms are so similar that 40% of people mistake thirst with hunger. And this leads to dehydration, gain weight and obesity. We wanted people to question what their bodies are really in need of. So we created the Water Snacks – special packaging in the shape of the most common snacks, but rather than containing food, they contain water. We placed our special vending machine right next to a regular one. We branded the machine entirely in black and white and on its side a big headline read the campaign line (You’re not hungry. You’re thirsty), questioning people about what their bodies really needed. Other water snacks and special vending machines are being placed all around the GGC – in offices, cafes and parks.

- Our special vending machine sold 290% more then the regular snack-selling vending machines, sparing thousands of unnecessary calories. - 70% of consumers approached the regular machine and then changed their mind - choosing to have water instead of regular snacks. - Other special vending machines are being placed throughout the GGC – in offices, cafes and parks. - Brand affinity rose by 32%. - The Water Snacks raised awareness about the importance of drinking more water for a healthy lifestyle.

With the Water Snacks campaign we created a product that didn’t exist before: a regular-looking snack, yet filled with water and not food. This allowed us to use a vending machine as a new media, not just to sell items, but to question people about what their body really asks for and needs. We compelled them to make a decision, on the spot. Not choosing unnecessary food items and choosing refreshing water instead.

Insights, Strategy and the Idea

With this campaign, Rayyan Water could establish their commitment towards the society and their dedication in helping people to live in a healthier way. Thereby coming closer to their customers. The message was brought to people through the products themselves as well as the special vending machine that contained them. A big headline on the side of the vending machine (You’re not hungry. You’re thirsty) questioned people about what they really needed. The target audience was everyone approaching the regular vending machine, thinking they were hungry. The aim of the campaign is to make people question what they really need, giving them something to think about, as well as a simple choice to make.

Credits

Name Company Role
Kalpesh Patankar Y&R Dubai Executive Creative Director
Kalpesh Patankar Y&R Dubai Executive Creative Director
Kalpesh Patankar Y&R Dubai Executive Creative Director
Fabio Tridenti Y&R Dubai Art Director
Shahir Zag Freelancer Copywriter
Elisa Binda Y&R Dubai Copywriter
Georges Barsoum Y&R Dubai CEO
Binnu Chrian Y&R Dubai Production Manager
Kapil Bhimekar Y&R Dubai Art Director
Flavio Zanni Y&R Qatar Creative Director
Saleh ELGhatit Y&R Dubai Account Manager
Crahan Pinto Y&R Qatar Associate Account Manager
Sam Eid Y&R Dubai Head of Production
Dalia Abuzeid Conceptview Media Executive Producer
Khushi Rawat Y&R Dubai Agency Producer
Hazem Alagha Conceptview Media Producer
Shamsher Walia Floss Creative Retoucher
Frederico Beja Conceptview Media Director
Neha Mishra Caravan Creatives Producer
Shanavaz Saina Conceptview Media Production Assistant
Greg Adamski Caravan Creatives Photographer
Vasil Bozhilov Caravan Creatives Stylist
Britta Tess Caravan Creatives Hair & Make up Artist
Peter Richweisz The Cartel Founder/Client