2020/2021 Winners & Shortlists

Write a short summary of what happens in the radio or audio execution or campaign.

Saqr’s Eclipse is sponsored by Abdul Lateef Jameel Motors - Toyota. The fiction thriller drama podcast includes product placements featuring characters riding FJ Cruisers and Landcruisers. This suspenseful podcast signals a new frontier for brands as no other regional brand has been creatively integrated into a cinematic audio production like this before. This show strategically takes place in Saudi Arabia, the largest podcast listening country in the Arab region and the brand’s target audience. The Arabic series follows Faisal Saqr, a famous Saudi travel influencer, as he sets off on a journey to witness a once-in-a-lifetime solar eclipse in Rob’ El Khali (The Empty Quarter). But he must confront his buried past if he wants to make it out alive.

Cultural / Context information for the jury

Saqr’s Eclipse takes place in Saudi Arabia, in Rob’ El Khali (translated: The Empty Quarter), notoriously a vast and dangerous desert. Saudi Arabia is also the Arab region’s largest podcast listening audience. Women were just granted the right to drive 3 years ago in Saudi Arabia, meaning, automotive marketing has historically only ever targeted men.

Script. Provide the full to radio/audio script in English.

(TRANSLATIONS FROM ARABIC ORIGINAL) BRAND MENTIONS: Intro: Kerning Cultures Network presents: Saqr’s Eclipse. Brought to you by Toyota and Abdul Latif Jameel Motors. When your will trumps your hesitation. And when your curiosity is your fuel... Toyota: with Abdul Latif Jameel Motors. Take on tomorrow. Outro: Kerning Cultures Network presents: Saqr’s Eclipse. This story is about new beginnings, and who better to represent new beginnings than Toyota? Follow Faisal’s adventures with us, brought to you by Toyota and Abdul Latif Jameel Motors. MIDROLL AD CAMPAIGN: Your life begins when you decide to live it. And when you start challenging the norms. Embark on a new adventure where you unleash your potential.. You will then discover yourself anew. You’ll surpass it. And your presence will change the game. Begin with Toyota. Visit Abdul Latif Jameel Motors showrooms or website today. Take on tomorrow, with Abdul Latif Jameel Motors. PRODUCT INTEGRATIONS, ENGLISH TRANSLATION OF SCRIPT: (The whole group is gathered before kicking off their journey) Faisal: everyone look! Mohammed is here with the cars! Mohamed: Hi guys! I am Mohamed, I’m so excited for this trip! Faisal: I don’t even need to mention this but Mohamed is the best desert driver, he is a professional and he will be leading the way for us! As you can see we have 4 cars and we’ll split accordingly, we’ll have to decide now who will drive the two Land Cruiser and who will drive the two FJ Cruisers (Nojoud interrupts him) Nojoud: shotgun for the FJ Cruiser Mohamed: What do you mean shotgun? You mean you want to have the passenger’s seat? Nojoud: No! I am the one driving! If you want the passenger seat next to me you can have it, I don’t mind! Naoufal: (laughing loudly) WOAAAH! Noujud is on fire! Mohamed: you know that driving through the desert is different right? Did you ever drive an FJ Cruiser before? Nojoud: And the Land Cruiser too! Just give me the keys! Who wants to come with me? (no one says anything) Nojoud: You wanna come, Reema? Reema: ummmm I don’t know Nojoud: Don’t worry, I am a natural. I drove through the desert before today hundreds of times.. I got you, just come along with me! Faisal: Look Reema, you don’t have to worry everything is under control, the car you have is a beast! Reema: Yeah why not let’s do it! Faisal: Nojoud listen to me, don’t mess this up, take it easy and you’ll be fine! (Reema unlocks her phone and starts a live stream) Reema: HI GUYS! Look at this place! Naoufal: Who are you talking to? Reema: My audience of course Nojoud: Reeema, Reeema! This is not the time for live, get in the car! Reema: Okay okay fine.. (Reema is moving toward the car, Jad gets closer to her) Reema: ouuuuuuuffff Jad: I told you! Reema: You were right, she’s quite the character! Mohammed: Are you ready everyone? Nojoud: are YOU ready ?? (They all start driving) Jad: Faster, faster, Mohamed! The girls are ahead of us! Mohamed: shshshh Jad let me focus, this is not a race! (in another car) Nojoud: Woooooooo! Show me how you're gonna get ahead of us now, Mohamed! (laughs)

Explain how the work innovatively used the radio / audio medium.

Saqr’s Eclipse is one of only a few original Arabic thriller podcasts available in the region, pioneering a binge-worthy audio genre in Arabic. Scripted and directed by an award-winning film director and produced by our award-winning podcast network, Saqr’s Eclipse is literally a movie for the ears. The sound design of Saqr’s Eclipse is thrilling and cinematic in nature; listeners are advised to listen with headphones to fully immerse themselves within the adventure. Immersive sound design allows listeners’ imagination to run wild, and place themselves in the center of Rob’ El Khali with the characters on their perilous journey. Inserting Toyota’s vehicles directly into the storyline engages with Toyota’s new female customer base in KSA by normalising women driving through media representation. By incorporating the sounds of driving 4x4s in an adventurous setting, we trigger the adrenaline of going for a ride, and give listeners an immersive product experience.