| Brand | BRITANNIA INDUSTRIES LIMITED |
| Product/Service | BRITANNIA DIGESTIVE |
| Entrant | SERVICEPLAN Dubai, UNITED ARAB EMIRATES |
| Category | Use of Arabic Script / Calligraphy |
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Idea Creation
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SERVICEPLAN Dubai, UNITED ARAB EMIRATES
|
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Media Placement
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MEDIAPLUS ESPRESSO Dubai, UNITED ARAB EMIRATES
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Production
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TALL AND SHORT Dubai, UNITED ARAB EMIRATES
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Cultural/Context information for the jury.
We used the words "Ta'neeb" and "Nadam" which Arab consumers use very frequently in everyday conversations when they talk about feeling bad about something that they are not particularly proud of. We made the same words delicious to make a point about what a donut or a gummy bears would feel like.
Translation.
Regret.
0% sugar.
Guilt.
0% sugar.
Credits
| Jason Romeyko |
Serviceplan |
Global Executive Creative Director |
| Wayne Fernandes |
Serviceplan Middle East |
Associate Creative Director |
| Victor Farias |
Serviceplan Middle East |
Associate Creative Director |
| Moe Jawhar |
Serviceplan Middle East |
Executive Creative Director |
| Cristiano Signore |
Serviceplan Middle East |
Art Director |
| Omar Elgamal |
Serviceplan Middle East |
Arabic Copywriter |
| Vineeta Pulkit Vasisht |
Serviceplan Middle East |
Account Director |
| Natalie Shardan |
Serviceplan Middle East |
General Manager |
| Frances Valerie Bonifacio |
Serviceplan Middle East |
Head Of Strategy |
| Kunal Ghosh |
Serviceplan Middle East |
Senior Strategist |
| Charbel Jreijiri |
Mediaplus Espresso |
General Manager - Media |
| Pournamie James |
Mediaplus Espresso |
Media Account Manager |
| Sabine Gwinner |
Serviceplan Germany |
Senior Creative Operations Manager |