2018 Winners & Shortlists

KEFA SPARE PARTS

BrandAWR ARABIAN AUTOMOBILES
Product/ServiceNISSAN GENUINE PARTS / SERVICE CENTER
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryInteractive Outdoor Experiences
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement OMD Dubai, UNITED ARAB EMIRATES

Brief Explanation

Without the consumer's participation, we wouldn't have had a campaign. After creating the KEFA fake spare parts, we took them to the biggest annual gathering for car enthusiasts, the Dubai International Motor Show where we put the fake products in their hands and asked them about it. the idea was to record their answers showcasing that the majority of people could not actually tell the difference between genuine parts and fake ones. Without the people, we couldn't have delivered our message to...well the people themselves. Simultaneously, Nissan car owners from the interviewees were handed discount service vouchers for their participation.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Creative Director
Leonardo Konjedic TBWA\RAAD Copywriter
Pedro Velasquez TBWA\RAAD Art Director
John Abiad TBWA\RAAD Account Director
Richard Rao TBWA\RAAD Senior Account Executive
Joe Laham TBWA\RAAD Head of Client Services
Rouba Asmar TBWA\RAAD Head of Production
Alia Fakha TBWA\RAAD Producer
Raul Talwar Independent Producer
Camilo Rojas TBWA\RAAD Motion Graphics Designer
Ali Cheikhali TBWA\RAAD Senior Strategic Planner
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
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