2019 Winners & Shortlists

THE GREEN MACHINE

Client/BrandMEDIAQUEST CORP
Product/ServiceMARIE CLAIRE ARABIA
EntrantHORIZON FCB Dubai, UNITED ARAB EMIRATES
Type of EntryPosters
CategoryMedia & Publications
Idea Creation HORIZON FCB Dubai, UNITED ARAB EMIRATES
Production HORIZON FCB Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

In the UAE the danger of single-use plastics is not really in the public mind, there are only a few brands talking about this issue. However, we didn't want to use the same cliched environmental messages that are glossed over in the region, because some people lack empathy towards environmental issues, and graphic images are not enough to change their behavior. So we decided to add one effective motivator: vanity. Through a long-copy series of posters, we designed a fashion-forward campaign that created awareness about straws causing wrinkles. In partnership with Marie Claire, who is renowned for controversial topics, we took a different angle on the plastic straw villain, to make people think and start a movement. All-in-all the posters poked fun at the planet turning a blind eye to why you quit straws because no matter the reason it'll still make a difference.

Credits

Name Company Position
Mazen Jawad Horizon FCB Dubai President
Reham Mufleh Horizon FCB Dubai General Manager
Bruno Bomediano Horizon FCB Executive Creative Director
Elsa de Bruyn Horizon FCB Copywriter
Lucy Elder Horizon FCB Copywriter
Rodrigo Scapolan Horizon FCB Art Director
Daniel Botezatu Litematter FZ LLE Photographer
Bruno Bomediano Horizon FCB Dubai Executive Creative Director
Bruno Bomediano Horizon FCB Dubai Executive Creative Director