2017 Winners & Shortlists

Brief Explanation

We dispatched Ice Cream vans across the UAE, which insured the ice cream they sold to kids for up to 10 minutes. Whenever an Ice Cream was sold to a child, we put a Mashreq Ice Cream Insurance sticker on his or her shirt, allowing us to identify them. Given the UAE’s hot weather, even in April when the campaign was implemented, we knew that many of the kids would face accidents in the form of ice cream scoops slipping off their cones. Whenever this unfortunate happenstance befell a child, we swiftly replaced his or her ice cream with a new one, much to the delight of both kids and parents, before sharing a concise leaflet with targets in which Mashreq’s Insurance offering was further detailed.