Brand | KIRI |
Product/Service | CHEESE |
Entrant | HAVAS Dubai, UNITED ARAB EMIRATES |
Category | Use of Social / Digital Platforms |
Idea Creation
|
HAVAS Dubai, UNITED ARAB EMIRATES
|
Production
|
HAVAS Dubai, UNITED ARAB EMIRATES
|
Why is this work relevant for Direct?
The Better When Shared initiative transformed social media comments with messages of gratitude from mums across the region, into personalized packaging for Iftar boxes that were distributed to frontline workers across the country.
While the initiative encouraged engagement on social media, the end result was personalized physical Iftar boxes hand-delivered to essential workers. That is what makes it relevant to the direct category.
Background
Ramadan is a time for families to come together. Kiri has always been an intrinsic part of every Iftar preparation across the region. Making it inseparable from moments cherished by all families.
The COVID-19 pandemic led to Ramadan being quite different in 2020. More so for frontline workers. The nature of their duty forced them to stay away from their families throughout Ramadan to keep them safe.
Every evening during the Holy Month, when families across the region broke their Ramadan fasts together, the frontline workers did so away from their own.
As a brand that has always stood for bringing families together, Kiri wanted to remind to express its gratitude towards the brave healthcare workers, and remind them that for Kiri mums, they are no less than family.
Describe the creative idea (30% of vote)
Kiri partnered with Emirates Red Crescent, a subsidiary of Red Cross, to launch the Better When Shared initiative.
A one-of-a-kind Iftar donation drive that distributed Iftar meal boxes to the frontline and essential workers across the UAE. Each Iftar box personalized with social media messages of gratitude by mums from across the region, printed onto boxes in real-time.
Describe the strategy (20% of vote)
Kiri mums have always been some of the most active members of the social community. Always the first to lend a hand to each other.
That's why in Ramadan 2020, we brought them together to make a difference to those we all owe our safety to. The frontline workers.
Cooking Iftar meals with Kiri has always been about more than just delicious recipes. It's the taste that brings families together.
Through this unique initiative, Kiri aimed to make even those who were away from their own, feel loved, just like family.
Describe the execution (20% of vote)
The Better When Shared initiative was launched as a social media movement that encouraged mums from across the region to express their appreciation for frontline workers with heartfelt comments of gratitude.
In real-time, Kiri turned those comments into packaging for Iftar boxes filled with nutritious meals.
These personalized iftar boxes were delivered by Emirates Red Crescent to Covid-19 testing centres, emergency hospitals and essential worker camps across the UAE.
All so they could break their Ramadan fasts with an Iftar meal packed with a message from mums who consider them no less than family.
List the results (30% of vote)
- 2000 personalized Iftar meals donated in less than a week
- 4,192,238 total engagement
- Over 10,000 new social media followers
Credits
Fabio Silveira |
Havas DXB Creative |
General Manager |
Mark Fiddes |
Havas DXB Creative |
Executive Creative Director |
Joao Medeiros |
Havas DXB Creative |
Creative Director |
Anshuman Bhattacharya |
Havas DXB Creative |
Associate Creative Director |
Ziad Shehade |
Havas DXB Creative |
Copywriter |
Soukaina Benlamlih |
Havas DXB Creative |
Art Director |
Serena Abi Aad |
Havas DXB Creative |
Content Director |
Talal Barakat |
Havas DXB Creative |
Editor |
Sumar Kumbhar |
Havas DXB Creative |
Designer |
Marta Seruya |
Havas DXB Creative |
Strategy Director |
Daisy Sawaya |
Havas DXB Creative |
Account Director |
Mariam Moin |
Havas DXB Creative |
Traffic Manager |
Maha Tohamy |
Havas DXB Creative |
Account Manager |
Alessandro Candotti |
Havas DXB Creative |
Social Media Director |
Nada Reslan |
Havas DXB Creative |
Social Media Executive |
Coline Tatibouet |
Bel Group |
Marketing Director |
Paula Amaral |
Bel Group |
Brand Manager |
Links
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