2018 Winners & Shortlists

The Campaign

We launched a nostalgic and fun campaign to re-establish the bonds between the brand and the older generations, whose childhoods are rich with movement, social activity, and imagination, stand in contrast to the kids of today. That is why we wanted to introduce the older generations’ childhood to the children of today through the traditional games (The Good Days Games) so they can live the real fun and adventure, experience their parents’ childhood and connect all generations together.

Creative Execution

We launched a microsite with five traditional games that were deeply rooted in the Saudi culture. To enable the children to easily follow them, we visually illustrated a step-by-step instruction for each game. The illustrations beautifully captured the essence of the old times. The character style was carefully chosen after many trials in order to show inviting expressions and dynamic shapes that perfectly portray the look and feel of the old Saudi childhood. The neighborhood background showed many relevant details that older generation could relate to. The interaction with the microsite and social media platforms was beyond expected and Suntop wanted to reward the loyal customers who shared their beautiful stories on the microsite with Traditional Games box. In order to fulfill the high demand from the nostalgic parents, we crafted a Traditional Games. The box was made to reward the loyal customers who shared their favorite memories and stories with Suntop. The box was carefully designed and crafted to introduce the old games in a very unique and attractive way. Upon opening the box, a Thank You note greets the recipient for being a part of the 40th anniversary campaign. The box contains the tools which are redesigned in a modern way while keeping children’s safety as a priority. The box also contains step-by-step instructions and retro-styled Tshirts illustrating Suntop’s coolness and old heritage.

Indication of how successful the outcome was in the market

We were successful in bringing generations together, and establishing a memorable experience for the new generation with the brand that will be cherished forever. The campaign achieved massive success in terms of engagement on social media, the microsite, and on-ground presence. Many beautiful stories were shared, hundreds of boxes were sent to meet the unexpected popular demand of the customers. Most importantly, this campaign allowed parents to reconnect with their children, and their children to reconnect with the outdoors.

The campaign’s aim was to reach out to the children through their parents (Gate-keepers) by enabling the children to relive the authentic experience that was part of their parents’ childhood. This experience will allow them to be more connected to their families and surrounding communities and at the same time, allow them to be excellent ambassadors for Suntop.