Brand | THE NATIONAL |
Product/Service | NEWSPAPER |
Entrant | HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Use of Print or Outdoor |
Idea Creation
|
HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Production
|
HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Why is this work relevant for Brand Experience & Activation?
A special edition run of the leading English newspaper in the Middle East made entirely of pressed seed paper embedded with Ghaf tree seeds and printed with vegetable oil.
An edition to celebrate the past 50 and plant the seed for years to come.
Background
The region’s leading English news publication “The National” wanted to celebrate the UAE’s 50th Jubilee with an idea that would create social media buzz and drive earned media - the main creative challenge was, at the same time, to celebrate the country's history and to invite all our readers to take a pledge for the future.
Describe the creative idea (20% of vote)
The Ghaf Tree is the UAE’s national - it thrives in harsh desert climates for up to 50 years, a growth pattern that is similar to the UAE. It was under these trees that the vision of UAE sprung out of the desert, 50 years ago.
To celebrate the vision of the country founders and, at the same time, to inspire the future of the nation we created a special edition of 'The National' that could be planted to grow into a Ghaf tree.
Describe the strategy (20% of vote)
We sent the special edition to people that could maximize the generation of earned media, together with an invitation to make a video and post about the initiative:
(1) People that would celebrate the initiative online
(2) Key influential figures - with high reach and who could get picked up by other media publications
(3) People of Interest of 'The National' - key stakeholders of the newspaper
Describe the execution (30% of vote)
The Ghaf Paper is plantable. It's 100% biodegradable - made of pressed seed paper embedded with Ghaf tree seeds and printed with vegetable oil. The printed editions were then dispatched to readers that celebrated the initiative online, people of interest, key influential figures and even caught the eye of government officials such as the Minister of Youth and Culture, praising the efforts of the campaign.
List the results (30% of vote)
More than 1.3 Million views (social content) within 24 Hrs
Increase of 170% Brand Mentions
Increase of 127% Positive Sentiment
Increase of 40% Engagement on Instagram
Coverage in 16 countries across 4 continents
Credits
Fabio Silveira |
Havas Middle East |
General Manager |
Joao Medeiros |
Havas Middle East |
Executive Creative Director |
Karim Sherif |
Havas Middle East |
Creative Director |
Alicia McBride |
Havas Middle East |
Art Director |
Adrian Mutescu |
Havas Middle East |
Strategy Director |
Teddy Abdel Nour |
Havas Middle East |
Group Account Director |
Alessandro Candotti |
Havas Middle East |
Social Media Director |
Farah El Batawi |
Havas Middle East |
Social Media Executive |
Moataz Safar |
Havas Middle East |
Head of Content |
Ahmad Raslan |
Havas Middle East |
Content Creator |
Tanya Kassab |
Havas Middle East |
Marketing and Comms Manager |
Joao Ruas |
Havas Middle East |
Client Services Director |
Adel Rmaity |
Havas Middle East |
Production Manager |
Links
Supporting Webpage