2020/2021 Winners & Shortlists


CategoryUse of Social & Digital Platforms
Idea Creation LENZO Jeddah, SAUDI ARABIA

Why is this work relevant for Brand Experience & Activation?

The project’s main objective was to engage with the community and audience during the National Day celebrations.


Saudi National Day is celebrated every year on the 23rd of September to commemorate the unification of the country as a kingdom. This date has become an official holiday for people to express the feeling of patriotism and national pride. With all the joyful spirit the 23rd of September has in its hours, everybody gets inspired and work with passion to make this day a memorable one, either by proposing special offers & reduced prices, or through advertising campaigns and PR activities. This significant day “AlYoum AlWatani” as called in Arabic, can be easily described as the Saudi Super Bowl Season, as all brands compete to show sense of belonging and loyalty.

Describe the creative idea (20% of vote)

The main idea of the whole campaign was initiated to celebrate the Saudi National Day in a different way. A TVC was in the process of production along with a call-to-action on the digital platform, asking people to participate in forming the Mosaic Masterpiece. Both mediums, were simultaneously worked on to achieve a patriotic feel. All what was needed from the audience is to post their pictures on one of the most popular social media platforms and use the following hashtag: #I love my country, people, Crown Prince and King. The TVC link: https://www.youtube.com/watch?v=NAtLMpj6CRo

Describe the strategy (20% of vote)

3 days before the Saudi National Day, a campaign was launched on social media to encourage people participate in forming the Mosaic masterpiece. Influencers began to announce their own participation and call out on their followers to engage too. Media channels promoted the hashtag and made the Mosaic formation experience reach beyond all limits. This campaign was executed in 3 different phases: • phase 1: “Excite” - promoting the microsite and exciting people to participate. • Phase 2: “Progress” - communicating with the audience and updating them about the progress of the project along with a countdown for the social media wall activity. • Phase 3: “Reveal”- Revealing the final completed Mosaic masterpiece, sharing it on social media accounts and allowing participants to download and print it.

Describe the execution (30% of vote)

We created a microsite www.DallahND.com , for people, to visit and witness the live formation of the Saudi National Day Mosaic; as well as, to monitor its submission on the designated social media wall. The interaction reached its utmost level, as people were continuously visiting the site to upload their images, comment, and tag each other. Whereas, by using a hashtag grabber, we were able to retrieve all the posted pictures and through a “moderation system”, we managed to screen and filter any picture before posting it on the Mosaic masterpiece. At the end, the Mosaic was completed and revealed on the Saudi National Day in 2019. Everybody felt that they were part of this project, as without their small images the big picture wouldn’t have been completed.

List the results (30% of vote)

The hashtag was #1 trend on twitter Instagram post grabbed: 10,000 posts Twitter post grabbed: 25,000 posts Number of participations (images in the Mosaic): 35,000 posts in just 3 days Social Media Engagement: Total Shares: 17,479 Total Likes: 331,292 Total Comments: 3,844 Total Engagement: 396,510


Name Company Role
Tareq Almashini Lenzo Activation Agency Project Manager
Salwa Bankhar Lenzo Project Coordinator
Mohammad Badran Revereal Technology Partner
Rawabi Hassan Freelancer Graphic Designer
Esraa Shanawaz Freelancer Motion Graphics Editor