2020/2021 Winners & Shortlists

Background

Saudi Arabia has one of the world’s highest obesity rates, and as a consequence, a diabetes epidemic. Extreme heat doesn’t encourage outdoor activity and a boom in fast food outlets going back a generation has fuelled this situation. Clearly something has to be done. Against this backdrop, PepsiCo has, in the meanwhile, been on a global drive to develop healthier products across their portfolio that gives customers more choice. Saudi has been home to PepsiCo for 60 years and they want to help make a genuine difference in the Kingdom by promoting exercise and healthier living. Making it the right time to partner with Saudi Sports For All organization. The brief was to create a sport and active lifestyle platform that could educate people about the value of exercise and motivate them to take that first step, no matter how small.

Describe the creative idea (40% of vote)

We created the Harik sport and physical activity platform. (Which means Move in English). Targeting the average Saudi, we developed the brand identity that was then used in a nationwide campaign to educate, motivate and encourage everyone from young kids to retirees to become more active. The phrase is usually repeated as Harik Harik Harik, or Move Move Move and is one that a sports coach or gym instructor typically uses to motivate. This guided our design thinking. When developing the brand identity, we believed it should lead the way, motivate people and even be functionally useful in places. So we created a dynamic, active logo designed to look like it was always in motion.

Describe the execution (40% of vote)

The campaign that followed saw the logo design adapted specifically for each medium. This included a series of posters, digital motion graphics, branded sportswear and accessories and a digitally programmed logo that moved to the beat of the music on gym screens. We then moved from motivating people to actually providing facilities for them to get more active, with the first ever free outdoor gyms to be rolled out across the Kingdom. The logo was specially designed and adapted to allow physical activity to take place on it, so that it not only motivates, but actually gets people moving. The first open-air, free gym is in the process of being built in Riyadh and more gyms will be rolled out in every major city across the Kingdom.

List the results (20% of vote)

The launch of the platform and the campaign received national media attention, igniting a series of crucial conversations about health and wellness, highlighting PepsiCo and Sports For All’s bold effort to help turn the tide on obesity and the diabetes epidemic. During the campaign and the month following the launch, The Sports For All facilities, which play host to a range of different activities and sports saw a dramatic spike in the participation of people in their community activities. The Harik platform and the first free gyms in every major city across the Kingdom will ensure that the impact on peoples’ health will continue to rise exponentially.