2019 Winners & Shortlists

Cultural/Context information for the jury.

This campaign showcases the role that coffee can play in awakening the mind to capture and connect ideas. We used real-life examples of people who connected simple things, meaningful in Saudi Arabian society, to create a cultural shift. The campaign visually illustrates the nature of creativity, whereby people combine everyday elements to create the entirely new, and suggests that coffee is a catalyst in the creative process. Here in this artwork: Loai Nasim disrupted traditional men’s fashion in Saudi Arabia by connecting two things: the traditional white thobe, which typically features buttons, and a zipper (sahhab).

Translation

Sahab & Thob Translation (Zipper & the Saudi traditional dress). Tagline Translation (When great ideas cross your mind, be awake to connect them.)