Brand | ALMARAI |
Product/Service | ALMARAI NATIONAL DAY |
Entrant | LEO BURNETT Riyadh, SAUDI ARABIA |
Category | Interactive Outdoor Experiences |
Idea Creation
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Media Placement
|
STARCOM Riyadh, SAUDI ARABIA
|
PR
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
Production
|
LEO BURNETT Riyadh, SAUDI ARABIA
|
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.
Credits
Bechara Mouzannar |
Leo Burnett |
Chief Creative Officer |
Mohammed Bahmishan |
Leo Burnett |
Executive Creative Director |
Alexandre Choucair |
Leo Burnett |
Creative Director |
Noor Wafa |
Leo Burnett |
Arabic Copywriter |
Ahmad Abu Zannad |
Leo Burnett |
Head of Strategy |
George Maktabi |
Leo Burnett |
Regional Managing Director |
Mazen Mitri |
Leo Burnett |
General Manager |
Thierry Chehab |
Leo Burnett |
Sr. Art Director |