2020/2021 Winners & Shortlists

ICE CREAM

Short List
BrandLEGO SAUDI STORES
Product/ServiceRETAIL
EntrantHAVAS Dubai, UNITED ARAB EMIRATES
CategoryTravel, Leisure, Retail, Restaurants & Fast Food Chains
Idea Creation HAVAS Dubai, UNITED ARAB EMIRATES
Media Placement HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
PR HAVAS Dubai, UNITED ARAB EMIRATES
Production HAVAS Dubai, UNITED ARAB EMIRATES

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

Name Company Role
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
Yasmine Elashry Havas DXB Creative designer
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