2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

The film is an educational online film that teaches the children of Saudi in 2020 how to play hide and seek, to push them to go offline and play. The film shows children playing hide and seek on an original track composed for this film uniquely that teaches them the steps in song. Arabic song of course. We took key phrases from the original Arabic hide and seek old game. With a song writer, we turned them into lyrics and then with a composer, we recomposed them into a song that is original and memorable. We then got a up and coming child singer to sing the original song and we laid that song on the film. We wanted the children to memorize the song so that when they go offline to play, the song is the instructions to the game and it makes it fun at the same time.

Cultural / Context information for the jury

Zain, one of Saudi Arabia’s leading telecom operators, believes in building a wonderful world, one where technology makes lives better. So when Zain realized that technology was hindering the lives of kids in Saudi Arabia because of too much screen time, it made it its social responsibility to make their world wonderful again. And to do that, Zain had the courage to do what no telecom operator would do. It took the children of the Kingdom offline. Away from their screens and devices. Into the wonderful world of real interaction. But first we had to talk to them where they were, so we talked to them online. We launched an online film teaching the children the oldest game in the world: Hide and seek. At the end of the film, we invited them to meet up offline and play it with their friends.

Please tell us about the social behaviour and / or cultural insights that inspired your campaign

Children in Saudi Arabia spend more time on their screens than recommended and don’t get enough exercise at all. The country has one of the highest obesity rates in the world. It is reported that approximately 72.4% of Saudis over the age of 40 suffer from obesity and 35.6% in Saudi society, of whom 44% are women and 26.4% of men, are obese. The rate of obesity among Saudi children is about 18% and is dangerously showing an increasing trend.