2017 Winners & Shortlists

The Campaign

After thorough research, we reached to an insight of “breast feeding” was deemed very private and a topic too personal to talk about, yet as well people would opt out breast feeding their children and rather use the off-shelf powdered milk. Eureka! That was our light in the dark tunnel. We created a video that takes in breast feeding as the utmost essential relationship a mother can have with her child.

Creative Execution

The video launched on Youtube and was amplified on a few occasions.

Describe the success of the promotion with both client and consumer including some quantifiable results

We received a large applause from the public on this initiative and managed to become one of the most inspiring and emotional videos of 2016. • 2nd most viral film worldwide • Reaching over 47 million views • The video was shared public over 4.5 million shares and became the 7th most shared brand video in 2016 • We generated 280 million Social media impressions through our hashtag #the_best_milk_cannot_be_bought • Facebook fan base increased by 10,000 fans per day Breast feeding became the most talked about topic in Saudi Arabia

Explain why the method of promotion was most relevant to the product or service

The film produced was used as medium of communication that conveys a message of human emotions and insights to change a behaviour. The work being a film that was used in many channels of communication including social media and for the purpose of activating and promoting a social discussion and topic relevant to the industry of the client makes it a promotional and activation-centric medium.

Almarai was being viewed as the an evil corporation that wants to profit from the public, to change this behavior we found an extremely emotional human moment that also involves the milk and blend Almarai into the precious moment.