| Brand | LEGO SAUDI STORES |
| Product/Service | RETAIL |
| Entrant | HAVAS Dubai, UNITED ARAB EMIRATES |
| Category | Travel, Leisure, Retail, Restaurants & Fast Food Chains |
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Idea Creation
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HAVAS Dubai, UNITED ARAB EMIRATES
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Media Placement
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HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
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PR
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HAVAS Dubai, UNITED ARAB EMIRATES
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Production
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HAVAS Dubai, UNITED ARAB EMIRATES
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Cultural / Context information for the jury
In the Middle East, directions are always given using famous stores or popular landmarks as markers as opposed to turns or distances.
So, to launch the new LEGO flagship store in Riyadh's Park Mall, we did exactly that. We collaborated with every single iconic store in the mall, without them even knowing about it, and used them as direction markers to lead shoppers to the newest icon in the mall: The LEGO Store.
A week before the launch, Riyadh Park Mall was flooded with posters featuring unique LEGO creations made to look like items associated with iconic fast food outlets and entertainment zones. Paired with headlines that hinted at these iconic brands, the posters turned these stores into markers leading to the new LEGO store.
Is your poster / billboard larger or smaller than a 6 sheet poster (1200 x 1800mm)?
They are smaller. Most of the media will be digital Mupi boards.
Credits
| Fabio Silveira |
Havas DXB Creative |
General Manager |
| Joao Medeiros |
Havas DXB Creative |
Creative Director |
| Anshuman Bhattacharya |
Havas DXB Creative |
Copywriter |
| Michele De Iuliis |
Havas DXB Creative |
Lead Art Director |
| Rodrigo Nakaza |
Havas DXB Creative |
Art Diretor |
| Fernando Zornoff |
Havas DXB Creative |
Art Director |
| Rita Boustany |
Havas DXB Creative |
Copywriter |
| Teddy Abdel Nour |
Havas DXB Creative |
Account Director |
| Omar Merza |
Havas DXB Creative |
Account Manager |
| Mariam Moin |
Havas DXB Creative |
Traffic Manager |
| Adel Rmaity |
Havas DXB Creative |
Production Manager |
| Rami Husseini |
Havas KSA |
General Manager |
| Arej Mansour |
Havas KSA |
PR Executive |
| Hugues Raingeard |
Havas Media Middle East |
Associate Director |
| Yasmine Elashry |
Havas DXB Creative |
designer |