2017 Winners & Shortlists

The Campaign

We wanted to use the billboard as a catalogue for the color range provided by Al Jazeera paints. Given the sheer size of the billboard, it was a perfect opportunity to turn the largest billboard in the world and express that it is limited in comparison to the wide range of colors offered by Al Jazeera paints In the Saudi culture, they tend to seize every opportunity to travel abroad for a vacation long or short. We have deliberately chosen this billboard because of its location and size to display the message of infinite colors and noting that when used creatively it can be the most memorable piece of media for the public. We also amplified the idea with a statement: “Sorry for keeping it short, Our range of colors can’t even fit on the longest billboard in the world”

Creative Execution

Using the billboard, we wanted to create an experience for the public and enjoy a drive with colorful views. As they continue to drive towards the end of the billboard, we placed a statement apologizing for the end of the colors displayed since the canvas was not enough to display them all.

The outdoor medium is located on a high-traffic high-way which forces drivers and passengers to view the billboard, due to its sheer size and scale (the longest hoarding in the world). This resulted in over 18 million views in less than 6 months.

The idea is to expose Al-Jazeera Paints having unlimited amounts of colors so we decided to showcase this by using the world’s largest billboard/hoarding, as per Guinness book of world records, located on the airport road in Riyadh, Saudi Arabia.

Insights, Strategy and the Idea

Our main target audience are all the people driving from and away the international airport of Riyadh. By using this billboard, we tend to gain great exposure by the Saudis and expats coming and going out of the country. Additionally, this hoarding is in very close proximity to the largest women Universities in the world which caters to over 60,000 women whom will eventually become decision makers when it comes to choosing their paint brand.