2020/2021 Winners & Shortlists

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

When Netflix announced The Witcher, people around the world couldn’t stop talking about it. Our challenge was to get Saudi to do the same. We knew there was an existing fan base for The Witcher, due to the game. How do we get everyone else excited? Saudi lives on social media, so our campaign was designed to travel from the streets to their screens and start a conversation. To make The Witcher relevant for the locals, we had to go local. And nothing is more local than road signs. So we released a teaser that existing Witcher fans would talk about and used their fandom to trigger the conversation creating new fans. Billboards designed to look exactly like Saudi’s road signs. Except, all roads led to cities in the Continent. Over 250sites in 3 major Saudi cities got people talking, tweeting, snapping & sharing. They even made it to Reddit.