2018 Winners & Shortlists

THE WOMAN BEHIND THE VEIL

Short List
Client/BrandAL RAJHI BANK
Product/ServiceWOMEN'S CARD
EntrantFP7/RUH Riyadh, SAUDI ARABIA
Type of EntryIntegrated Campaign
CategoryIntegrated Campaign Led by Outdoor
Idea Creation FP7/RUH Riyadh, SAUDI ARABIA
Media Placement FP7/RUH Riyadh, SAUDI ARABIA
PR FP7/RUH Riyadh, SAUDI ARABIA
Production MILLIMETER PRODUCTIONS Jeddah, SAUDI ARABIA
Production 2 PIXEL MOB Beirut, LEBANON

Brief Explanation

To promote Al Rajhi Bank’s first card that was built exclusively for women in Saudi Arabia, we created FIRST OUTDOOR CAMPAIGN IN SAUDI ARABIA WITH WOMEN ON IT, in a country where showing women on outdoor was unacceptable. We took a plain mirror, placed it on a MUPI, armed it with a camera, linked to an NFC device, and a Bluetooth beacon. MUPIs were installed across popular malls in Saudi Arabia. The beacon inside each MUPI sent notifications and invited all who were women to check who we had in mind for the card. And as they walked up, they saw themselves in our ad They could get a picture taken, get it sent to their mobile and then, share it with their world Each share became an ad for the bank. Using the beacon notification, a link allowed women to contact the bank directly and start the application process.

Credits

Name Company Position
Dany Azzi FP7/RUH Creative Director, Art Director, Copywriter
Tahaab Rais FP7/MENA Regional Head of Strategic Planning, Copywriter
Sanjay Kumar FP7/RUH Strategic Planning Director
Marc Lawandos FP7/RUH Managing Director
Jimmy Abboud FP7/RUH Senior Art Director
Khalid Zahran FP7/RUH Digital Senior Graphic Designer
Farah El Kadi FP7/RUH Digital Graphic Designer
Hosam Mobarak FP7/RUH Head of Copy
Najla Al Olayan FP7/RUH Senior Copywriter
Sara Al Haian FP7/RUH Copywriter
Mohamed Reda FP7/RUH 3D Animation
Firas Fares FP7/RUH Account Director
Tala Alem FP7/RUH Senior Digital Account Manager
Osama Barqawi FP7/RUH Production Manager
Roy Chucri Millimeter Production Director & Editor
Akram Douglas Millimeter Production Executive Producer