2020/2021 Winners & Shortlists


Short List
CategoryFiction & Non-Fiction Films up to 5 minutes
Idea Creation TELFAZ11 Riyadh, SAUDI ARABIA
Media Placement TELFAZ11 Riyadh, SAUDI ARABIA
Production TELFAZ11 Riyadh, SAUDI ARABIA

Why is this work relevant for Entertainment?

Since the early 1980s, Salamatak has always been a serious education and public health awareness show. In its revival, it focuses on a new strategy to communicate health messages in comedic situations to ensure relevance in the crowded digital world. Each of the three episodes takes a serious topic (accidents, strokes, and diets and societal pressure) and spins it in an entertaining way to create engaging content that appeals to masses.


The client’s brief was to highlight the right course of action in case one witnesses a car accident, a case of stroke, or face social pressures that have a negative effect on one's diet. Our recommendation was to package those instructions as part of high production entertaining and comedic situations to grab the viewers’ attention and interest, then present the awareness messages with a clear action plan.

Describe the creative idea

Accidents: with the advent of women driving, the idea was to have a clean start and present clear actions/messages to drivers on what not to do when witnessing a car accident, followed by the right course of action. Strokes: early stroke signs are very subtle, having them all happen at the same time would raise a lot of questions and create interest and suspense around what is happening. Follow that with what signs to look for and what to do in case you identify any of those signs. Diet: celebratory feasts are a big and frequent part of the Gulf culture, couple that with the “insisting culture” where the host would be offended if the invitation is declined, and that usually comes at the expense of diets and health of the guests. This video focuses on a hyper-local situation in the south of Saudi Arabia.

Describe the strategy

Packaging the awareness messages in relevant and relatable situations (witnessing a car accident, spending time with friends, and being invited to a feast) with a comedy twist.

Describe the execution

Each of the three films took roughly 3 weeks of development and execution, where the content was shared with a producer, who worked closely with a director to develop a visual treatment. Both the script were shared with a committee of experts (doctors, physicians, and public health specialists) to review. Once approved, production took place with the supervision of the committee and drafts were shared for feedback and approvals.

Describe the outcome

All three episodes were shared on different social media channels (Twitter, Instagram, and YouTube) and amassed collectively: Accidents: 590,300 views Strokes: 1,467,988 views Diet: 1,313,866 views


Name Company Role
Mohammed Algarawi Telfaz11 Creative Director