Brand | MOBILY |
Product/Service | BRAND CAMPAIGN |
Entrant | MOBILY Riyadh, SAUDI ARABIA |
| 2 of 2 Campaign |
Category | Outdoor |
Idea Creation
|
M&C SAATCHI Dubai, UNITED ARAB EMIRATES
|
Production
|
DÈJÁVU Dubai, UNITED ARAB EMIRATES
|
Cultural / Context information for the jury
We wanted to show the youth that it is in tough times - when moving forward feels distant - that others like them find the resilience to push through and make things happen. The strongest way forward was creating a culturally mobile-driven movement championed by Saudi’s own energized, ambitious and digital savvy change-makers who would make others push through challenging times and realize their dreams.
The movement was called “GREEN IS GO”; leveraging the color of the Saudi flag that embodies our message while shining a light on young Saudis, their self-driven ambition, talent, resilience and potential. Our message was simple yet impactful: going green meant going forward, going beyond and making things happen
Translation. Provide a full English translation of any text.
GO GREEN WITH YOUR INGENUITY
CTA:
SNAP THE CODE AND GO #GOGREEN
23.09.2020
Tell the jury about the typography.
In collaboration with authentic Saudi Changemakers, we partnered with pioneering calligrapher Yusuf Alahmad and graphic designer Dana Taha. Together, we developed a series of inspirational posters that brought the movement to life with bold and dynamic designs. Each illustration unpacked different interpretations of what the color green symbolizes for young Saudis: strength, growth, creativity, pride, ambition and determination.
Rolled out in Mobily stores across the Kingdom, each physical poster acted as a ‘snappable’ gateway. By using a uniquely designed AR Snapchat lens, Saudis unlocked our original music video by scanning our Snapchat code and snapping our canvases.
Credits
Ryan Reed |
M&C Saatchi |
Creative |
Ben Lees |
M&C Saatchi |
Creative |
Braden Deatcher |
M&C Saatchi |
Creative |
Karim Sherif |
M&C Saatchi |
Creative |
Dana Taha |
M&C Saatchi |
Creative |
Yusuf Alahmad |
Freelance |
Designer |
Antony Stearns |
M&C Saatchi |
Strategy |
Natalie Cooke |
M&C Saatchi |
Strategy |
Carrera-Jade Simmons |
M&C Saatchi |
Client Servicing |
Mitch Williams |
M&C Saatchi |
Social |
Loulia Almidani |
M&C Saatchi |
Client Servicing |
Amy Brill |
M&C Saatchi PR |
PR |
Melinda Mesiano |
M&C Saatchi PR |
PR |
Muhannad A. Kadi |
Mobily |
Client/General Manager Corporate Brand Management |
Loui A. Kofiah |
Mobily |
Client/Brand Communication Director |
Manasvi Gosalia |
Deja Vu |
Production |
Pratixa Kanojia |
Deja Vu |
Production |
Mary Bou Akl |
Deja Vu |
Production |
Anna Karinvinge |
Sauvage |
Production |
Daniela Lázara |
Sauvage |
Production |