2018 Winners & Shortlists

The Campaign

As we came up with tag line "?? ?????? ?? ????", we focused on the opportunity missing in life(in a very comedy and entertaining way) when the rice takes so much time to cooked. this led to target busy females ( working moms, newly marrieds and working females) which was spot on the new direction of the kingdom (enabling women). The campaign was 3 videos, targeting each of the segments mentioned above . We thank the brand team for being very understanding and fixable as the Add broke the norms in Saudi Arabia.

Creative Execution

the executional element of the campaign are very local. from situations, locations, and characters had to be based on true Saudi insights. although it was digital, The style was fast cut story telling in 30 Seconds video. so we keep the audience attention and at the same time we utilize it in any social media.

Although we just posted this video but it has a very organic spread in different platform : • Reach: 38,597 • Engagement: 2,534 • Impact: 41,131

Because although the project is one of the most conventional product which is rice we was UTURN managed to come up with unconventional rice add, the way, plus the way it spread on medium like WhatsApp and linked In indicate how entertaining the add was.

In Summary: 1- Breaking the conventional Add of rice in Saudi Arabia (Ads with Diner tables, Beauty shots of the rice, cheesy kids saying how amazing is the food ... etc) 2- Clear segmentation of the target market (working moms, newly marrieds and working females). 3- Being proactive to be in line with the new direction of the Kingdom of Saudi Arabia. 4- Making sure that the director's treatment and the editing style is based on story & entertainment.