2019 Winners & Shortlists

MY FIRST INFINITI AD

BrandARABIAN AUTOMOBILES COMPANY INFINITI
Product/ServiceINFINITI CARS
EntrantMULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
CategoryUse of Print & Publishing
Idea Creation MULLENLOWE MENA Dubai, UNITED ARAB EMIRATES
Media Placement INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Production DEJA VU Dubai, UNITED ARAB EMIRATES
Production 2 SATORI Dubai, UNITED ARAB EMIRATES

Cultural/Context information for the jury.

Dubai's population is 83% expat. That can be a problem when Social Recognition is a key factor for purchasing luxury items (like an INFINITI) and the target is thousands of kilometres away from those they want to impress. So, w decided to turn a dying, old-fashioned media - press - into an innovative incentive for the purchase process. We understood the needs of our target - expats in Dubai - and offered them the opportunity to be in the newspaper in their hometown, sharing the great news of owning their first INFINITI. We published single ads thousands of kilometres away, even in countries where the brand wasn't present, getting way more results than printing them in Dubai, the city of Arabian Automobiles INFINITI showroom.

Credits

Name Company Role
Miguel Dianda MullenLowe MENA Creative Director
Marcelo Zylberberg MullenLowe MENA Copywriter
Rodrigo Nakaza MullenLowe MENA Art Director
Alfonso Arbós MullenLowe MENA Creative Director
Tomás Lavagno MullenLowe MENA Creative Director
Mohammed Jawad MullenLowe MENA Motion Graphic Designer
Seif Kandil MullenLowe MENA Business Director
Marianne Bassil MullenLowe MENA Account Director
Nathalie Garino AW Rostomani Brand Director
Ahmad Shamesedin AW Rostomani Brand Manager
Omar Sallam MullenLowe MENA Account Executive