2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Juffali Automotive Company is the official partner of the SDF (Saudi Design Festival presented by the Architecture and Design Commission will transform Riyadh into a hub for creative dialogue from January 9 - 29, 2022 at JAX District. Focusing on the power of transformation in and by design, SDF will bring communities together to celebrate great design, reimagine the future, connect, and create our presence on the global culture and creative map.)

Background

Intends to relaunch as the Saudi Design Festival. We are rolling out an improved and expanded content structure as well as an extended calendar of activities that brings you closer to your contemporaries, community, and audience. This new structure will help us re-connect and expand our reach beyond the typical format of an exhibition and allow the platform to be an anchor in the Saudi design ecosystem. Furthermore, Saudi Design Festival allows us to scale and grow together and create a milestone event that punctuates the national efforts of the Kingdom in the coming years. Set to continue to celebrate Design in all its mediums. Objectives • Support Saudi Vision by sponsoring such event • Introducing and lunching the new Mercedes-Benz CLS and C-Class • First time appearance of Mercedes-Benz EQS

Describe the creative idea (20% of vote)

Creative Idea • Launching the new Mercedes-Benz CLS and C-Class (each car was displayed in a different area with a different creative idea that reflects the personality of the cars as the following: o CLS (Displayed in a clean colored area that changed each our passed on specific moods) o C-Class (Displayed in a fully red-colored area that designed with Mercedes-Benz stars and fabric elements and Aerial Yoga) • EQS first appearance in an outdoor area that includes the following: o Display stand of Mercedes-Benz EQS with its charger o Future of Mercedes-Benz vid., which incl. e videos one for the EQS. o Juice bar that provides a special blue drink that represents the clean energy of the electric car. o DJ o Outdoor comfort lounge

Describe the strategy (20% of vote)

Target Audiences are (Governments, Businesses, Media, and SDF visitors)

Describe the execution (30% of vote)

Execution • Planning phase: 3 Weeks. • Communication phase: 1 week • Execution phase: 17 days

List the results (30% of vote)

• Over 300 visitors per day • Over 46 media publications (Newspaper, online news sites)