2017 Winners & Shortlists

Brief Explanation

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.