2019 Winners & Shortlists

MCCAFE - SAHAB & THOBE (ROBE AND ZIPPER)

Client/BrandMCDONALD’S
Product/ServiceMCCAFÉ
EntrantLEO BURNETT Riyadh, SAUDI ARABIA
Type of EntryPosters
CategoryDrinks
Idea Creation LEO BURNETT Riyadh, SAUDI ARABIA

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.)

Credits

Name Company Position
Bechara Mouzannar Leo Burnett Mena Chief Creative Officer
George Maktabi Publicis communications KSA Chief Operating Officer
Mohammad Bahmishan Leo Burnett ksa Reginal ECD
Mazen Mitri Leo Burnett ksa Managing Director
Saadi Alkouatli Leo Burnett ksa Creative director
Fady Yamak Leo Burnett ksa Group Communication Director
Mohammad Omeira Leo Burnett ksa Senior Copywriter
Habeeb Najjar Leo Burnett ksa Art Director