2020/2021 Winners & Shortlists

Cultural / Context information for the jury

stc, telco leader and one of the most valuable brands in MENA, is going through a meaningful cultural change. The economic and social transformation of the region has driven new business strategy, moving from telco to become a regional digital powerhouse in the businesses of fintech, entertainment, insurance, health and more. It was necessary for stc to evolve, become a purposeful brand and reconnect with the new generations. • Become a digital innovator that goes beyond the telco business • Become a regional leader generating impact beyond key markets • Become one family, from different brands within the portfolio to one brand with a singular experience

Tell the jury about the art direction.

The answer was in a digital and human movement that transforms, discovers, activates, opens, facilitates and is omnipresent when we interact with screens: the "slider". The power to go forward and change is - and always has been - at our fingertips. This "forward gesture" is dynamic because it invites the user to act. It’s interactive because it’s user-centric and doesn't work without you. It's creative because it's a tool that allows us to do things we couldn't do before and shows us what's yet to come. A new full brand expression (new complete set of visual assets, colors, multilanguage font family, illustrations, photography, sonic, retail and digital experience, in all touchpoints, internal and external) emerges from the "slider", a visual metaphor that is always on the move and determined to bring the future closer. The slider puts people at the core of change: “You make everything go forward!".