2020/2021 Winners & Shortlists

LIKES FUEL HATE

Short List
BrandSAUDI TELECOM COMPANY
Product/ServicePUBLIC AWARENESS
EntrantWUNDERMAN THOMPSON Riyadh, SAUDI ARABIA
CategoryPrint & Publishing
Idea Creation J. WALTER THOMPSON Riyadh, SAUDI ARABIA

Cultural / Context information for the jury

When it comes to cyberbullying, the first offender is not the only one who’s to blame because hateful content can’t go far if it isn’t shared. In fact, it’s sharing, Liking, and commenting on hateful content on social media that make it spread like wildfire. That’s why – in a way – we’re all accomplices to cyberbullies. In 2018 alone, social media penetration in Saudi Arabia reached 91%. 32.4% of Saudi Arabia’s population consists of 0-14 year-old children, meaning a large number of social media users are very young.

Tell the jury about the illustration.

The visual is composed of real photos of people and composite 3D characters, rendered to look like hyper-realistic people engaging in bullying unknowingly. Each detail is crafted to create not just a striking ad, but a moving artistic composition with a message. We bring usually unseen behaviors related to social media to the forefront, and finally give them a face. Up close, we see a group of individuals, each reacting to a social media post in their own way. Their facial expressions and bodily gestures are typical of a bully. Every cast we photographed was used to create more than 6 different characters to portray a massive number of cyberbullies. All the small groups are linked together by a common individual and their phone, demonstrating how the tiniest action sparks even more cyberbullying. From a distance, a shape of a fiery smoke spreads rapidly, bringing destruction upon the bullied person.

Credits

Name Company Role
Chafic Haddad J. Walter Thompson Chief Creative Operations Officer
Rayyan Aoun J. Walter Thompson Executive Creative Director
Amr Wagih Mergawi J. Walter Thompson Creative Director
Noor Wafa J. Walter Thompson Senior Copywriter
Max Dipasupil J. Walter Thompson Art Director
Joe Aboudaher J. Walter Thompson Head of TV Production KSA
Hassan Lzeik J. Walter Thompson Associate Business Director
Alaa Soued J. Walter Thompson Senior Account Manager
Mazen El Helwe J. Walter Thompson Account Director
Ribal Saroufim J. Walter Thompson Senior Account Executive
Dana Alkutoubi J. Walter Thompson Head of Strategic Planning
Mohammed Abaalkheil Saudi Telecom Company Corporate Communications - General Manager
Abdullah Abahussain Saudi Telecom Company Head of Brand
Alhusayn Hamidaddin Saudi Telecom Company Corporate Communitions - Marcom Director
Carioca Studio Carioca Studio Production House
Dragos Traistaru Carioca Studio Director
Links
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