2019 Winners & Shortlists

THE DULLEST AD IN HISTORY FOR THE LEAST ACTIVE KIDS IN HISTORY

Short List
BrandOMO
Product/Service'DIRT IS GOOD' REPOSITIONING
EntrantFP7/DXB Dubai, UNITED ARAB EMIRATES
CategoryCreative Effectiveness
Idea Creation FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement FP7/DXB Dubai, UNITED ARAB EMIRATES
Media Placement 2 PHD Dubai, UNITED ARAB EMIRATES
Media Placement 3 MAGNA GLOBAL Dubai, UNITED ARAB EMIRATES
Media Placement 4 GOOGLE Dubai, UNITED ARAB EMIRATES
PR FP7/DXB Dubai, UNITED ARAB EMIRATES
Production FP7/DXB Dubai, UNITED ARAB EMIRATES
Production 2 MINT MENA Dubai, UNITED ARAB EMIRATES

Synopsis.

Kids today are the least active kids in history, as they spend, on average, less than an hour a day playing outside and getting dirty; which means, they spend 23 hours idle and inactive. That’s not always so good for a washing powder brand like OMO, whose philosophy is “Dirt is Good”. OMO is a brand that promotes an active lifestyle, because playing and getting dirty is crucial for kids’ learning and development. To wake parents up to the fact that kids today are ‘the least active kids ever’, we created the longest cross-platform livestream by a brand in history; a 23-hour video showing a kid doing absolutely nothing, apart from sleeping, playing video games, checking social media, watching Netflix and hover-boarding his way to and from the kitchen. We also made a 7-hour livestream about screen time. And a 4-hour livestream about TV time. With parents debating childrens’ inactivity, we switched from provoking them, to helping them. We teamed up with child psychologists who responded online in real time, explaining the importance of active play. We launched shorter films and webisodes to further encourage and educate parents. It became the most successful digital and social campaign in OMO’s history.

Credits

Name Company Role
Oliver Robinson FP7 McCann Dubai Executive Creative Director
Tahaab Rais FP7 McCann MENAT Regional Head of Strategy
Aakriti Goel FP7 McCann Dubai Strategic Planning Manager
Nima Askari FP7 McCann Dubai General Manager - Business Unit
Layal El Sayed FP7 McCann Dubai Account Director
Dima Malaeb FP7 McCann Dubai Account Manager
Katarina Vasilj FP7 McCann Dubai Art Director
Fanny Abou Rached FP7 McCann Dubai Copywriter
Erol Salcinovic FP7 McCann Dubai Design Director
Karol Akl FP7 McCann Dubai Agency Producer
Shebin Mohanan FP7 McCann Dubai Senior Digital Designer
Nael Girgis FP7 McCann Dubai Social Content Strategist
Alex Brunori Google Head of Creative Agencies MENA
Trudy Fernandes Magna UAE Media Manager
Ines Amor Magna UAE Media Manager
Daniel Shepherd PHD UAE Director - Media Planning
Sandra Essa PHD UAE Associate Director - Digital Media Planning
Ashraf Muhammedunny FP7 McCann Dubai Editor and Visual Artist
Paul Banham FP7 McCann Dubai Executive Creative Director
Kuba Skowronski FP7 McCann Dubai Senior Designer
Ramesh Palur FP7 McCann Dubai Digital Art Director
Mark Williams Renegade Director
Marc Karam Made in Saudi Director
Emile Slailati Made in Saudi Supporting Director
Sanaya Zubairy PHD UAE Executive Digital Planning
Fouad Chakhtoura Magna UAE Sales Director
Rey Amio FP7 McCann Dubai Senior Digital Art Director