2018 Winners & Shortlists

AD D

Client/Brand NATIONAL HEALTH INSURANCE COMPANY, DAMAN
Product/Service"VITAMIN D" DEFICIENCY AWARENESS
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
Type of EntryCreative Effectiveness
CategoryCreative Effectiveness
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement PHD Dubai, UNITED ARAB EMIRATES
Media Placement 2 MOTIVATE Dubai, UNITED ARAB EMIRATES

Brief Explanation

PROBLEM: Daman (UAE’s leading health insurer) wanted to tap into the problem of Vitamin-D deficiency, educate people about the best treatment (Sunlight) and eliminate the need for unnecessary, futile and expensive Vitamin D tests that were costing people, Daman and ultimately, the economy AED 140 million every year. IDEA: A print ad that gave some much-needed Vitamin D to a primarily Vitamin D-deficient population across the UAE, by getting people to step out into the sun for a few minutes and experience the transformational impact that time in the sun and exposure to natural sunlight can have on their health. EXECUTION: We partnered with leading business and lifestyle magazines in the UAE, to generate the reach we sought, and through photochromic ink printing technology, we converted magazine front covers into a treatment for Vitamin D and then, we extended the campaign through educational content across direct, digital and social media channels. IMPACT: We reached 79% of UAE’s population and costs of irrelevant and unnecessary Vitamin D tests to the UAE economy reduced by 20%.

Credits

Name Company Position
Tahaab Rais FP7/DXB Regional Head of Strategic Planning
Oliver Robinson FP7/DXB Executive Creative Director
Spiro Malak FP7/DXB GM Business Unit
Sameer Islam FP7/DXB Senior Strategic Planner
Micheal Boszko FP7/DXB Copywriter
Fillipa Mauricio FP7/DXB Art Director
Erol Salcinovic FP7/DXB Design Director
Sooraj TR FP7/DXB Creative Technologist
Deblina Ray Gupta FP7/DXB Senior Account Director
Razan Jalloul FP7/DXB Account Manager
Andrew Phillips National Health Insurance Company Marketing Director