2020/2021 Winners & Shortlists

Background

Saudi Arabia has one of the world’s highest obesity rates, and as a consequence, a diabetes epidemic. Against this backdrop, PepsiCo has, in the meantime, been on a global drive to develop healthier products across their portfolio. This made it the perfect time for them to partner with the Saudi Sports For All organisation in a bold new health initiative.

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 series of posters took the core idea of the active logo and was adapted specifically to mimic the movement of a range of sports from swimming to basketball and even table tennis. The art direction of the posters was also designed to help evoke a sense of the high that one gets from exercising or taking part in a sport. The posters directed people to the Sports For All website, where they could find the facilities and community sporting groups on offer in each major city.

List the results (20% of vote)

The launch of the platform received national media attention, igniting a series of crucial conversations about health, 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 months following the launch, The Sports For All facilities, which play host to a range of different activities and sports saw a dramatic increase in people taking part in their community activities. The Harik platform and the launch of the first free gyms in every major city across the Kingdom will ensure that the campaign’s impact on peoples’ health will continue to rise exponentially.