2020/2021 Winners & Shortlists

EVERY DROP COUNTS

Short List
BrandMIYAHUNA
Product/ServiceWATER CONSERVATION CAMPAIGN THROUGH THE WMI FUNDED BY USAID JORDAN
EntrantMEMAC OGILVY Amman, JORDAN
CategoryOnline Ad
Idea Creation MEMAC OGILVY Amman, JORDAN
PR MEMAC OGILVY Amman, JORDAN

Background

Jordan is one of the most water scarce countries on this planet. Our goal is to raise awareness about water scarcity and encourage action.

Describe the strategy

We worked off the idea that people will rally to the cause if we made our message simple enough, and gave them a way to voice their support easily. Our message was لا تستهين بالنقطة which literally translates to "Don't Underestimate the Drop/Dot" and roughly to "Every Drop Counts"

Describe the execution

The Arabic language doesn’t just rely on the shapes of letters, but also the dots located above and below these letters. These dots can change what a word means or make it unreadable when removed. Some words in the language may have multiple meanings. With this campaign, we utilized the word “Noqat”, which means both “dots” and “drops”, to create a line in Arabic that translates to “Every Drop/Dot Counts”, however, all dots on this line were taken off. We started with an out of home billboard campaign, and got traditional offline and online news outlets to remove the dots from their logos. Followed that up with what became one the of the biggest viral campaigns in Jordan's history, where people and brands – local and international – posted their name/slogan without dots, including our hashtag.

List the results

57 millions impressions. 20% increase in awareness about water scarcity in the country. 3.5 million residents reached in the capital of Jordan.

Credits

Name Company Role
Amr Hourani Memac Ogilvy Jordan Concept / Copy
Bana Shannak Memac Ogilvy Jordan PR Account Manager
Tala Al Nimer Memac Ogilvy Jordan Account Manager
Christine Habash Memac Ogilvy Jordan Social Media Account Manager
Mohammad Zatari Memac Ogilvy Jordan Art Director
Mohammad Kamal Memac Ogilvy Jordan Creative Director
Rana Masri Memac Ogilvy Jordan Social Media Director
Links
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