2020/2021 Winners & Shortlists

Cultural / Context information for the jury

First Abu Dhabi bank launched in Egypt in 2019 after the merger of First Gulf Bank and National Bank of Abu Dhabi. The bank wanted to create a marketing activity during the summer season for the Mediterranean coast summer vacationers to attract their attention and start to announce to their target audience the launch of the bank. At night, long stretches of the Mediterranean coastal road are pitch black, leading to a huge number of accidents during the summer. So we decided with FAB to place billboards that don’t just display an ad. We placed billboards in the darkest areas of the road and attached specially designed lighting fixtures to the sides of the billboards, illuminating the maximum surface areas in these dark stretches. The billboards were placed with a message on them; “This is not just an ad… this ad is designed to light your way at night.”

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

Given the very specific situation in the month of August when the market literally shifts from Cairo and other cities in Egypt to the Mediterranean coast, and consumer spending and attention become concentrated in one coastal strip, we decided to give value by tackling a specific issue that affects our target’s experience during their holidays.