2018 Winners & Shortlists

The Campaign

Using a football stadium full of fans as the backdrop and live TV broadcast as the medium, create a dramatic acting-out of a car crash by giant puppets, and what can happen when passengers - in this case a child - are not wearing seat belts.

Creative Execution

A pre-match show at the March 5th 2017 ‘Clasico’ clash of Saudi’s two most-followed football teams, Ittihad and Hilal, launched the campaign concept of “Hezamak Amanak” - Your Seat Belt, Your Life - to 55,000 fans in the stadium, and millions more watching on TV and online. The event included giant ‘Dundu’ puppets from Germany performing a dramatic acting-out of a car crash. The show was introduced by Ahmed Sahab, presenter of the 'Discover Saudi' TV series, together with his nephew - their dialogue made all the more poignant since the little boy had a broken arm (though not from a road accident). The players, officials, mascots & ALJ’s ‘Jameel’ character then entered the field, wearing their regular match-day uniforms with seat belts printed on, and the world's largest seat-belt - circling the whole field - was clicked together by the 'Dundu' giant.

The result was spontaneous applause and excitement among the 55,000 fans in the stadium, and millions more watching MBC's excellent coverage in Saudi Arabia and across the MENA region. While statistics cannot be attributed to a single event, road safety awareness is on the increase in Saudi Arabia, and road accidents are on the decline.

The work features a spectacular, multi-faceted live event in a football stadium full of 55,000 expectant fans. It uses celebrities from the worlds of TV and sport to drive home a social message in a unique environment, via a unique format.

The company leveraged its position as the title sponsor of the Saudi Pro League - the Kingdom’s professional football league and #1 form of entertainment - to make a huge national statement, especially to young Saudis since 70% of the population is under 30 years old, by tapping into their passion for ‘the beautiful game' to drive change and save lives.