2019 Winners & Shortlists

CRIMSON

BrandTINOL PAINTS
Product/ServiceINSTITUTIONAL / WORLD ARABIC DAY
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryFast Moving Consumer Goods
Idea Creation TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Placement PHD Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

Despite Arabic culture’s indelible contribution to world civilization, it has long been cast as incompatible with Western values, and Arabs as a whole have found themselves alienated and on the defensive due to the threat of terrorism from small but radicalized segments of society. Tinol, Lebanon’s leading paint manufacturer, tasked us increase brand love by reestablishing a sense of pride in the Arabic language on the occasion of World Arabic Language Day, December 18, 2018 through a campaign that would help our audience appreciate the extent to which Arabic has enriched civilizations across the globe. With a combined production and media budget of 12,000 USD, we endeavored to maximize exposure for our message through print in Lebanon’s English national newspapers and posters at touchpoints where the Arabic Language’s colorful legacy would be most impactful.

Credits

Name Company Role
Walid Kanaan TBWA\RAAD Chief Creative Officer
Fouad Abdel Malak TBWA\RAAD Executive Creative Director
Manuel Borde TBWA\RAAD Executive Creative Director
Zaid Alwan TBWA\RAAD Creative Director
Gonzalo Palavecino TBWA\RAAD Art Director \ ACD
Rijin Kunnath TBWA\RAAD Senior Designer
Claudio Campisto TBWA\RAAD Head of Art
Joe Lahham TBWA\RAAD Managing Director
Romy Abdelnour TBWA\RAAD Corporate Communications Director
Hazem Atieh / Ezzat Habra TBWA\RAAD Creative Services Managers
Minas Minassian TBWA\RAAD Senior Finalizer