Brand | BARAKAT |
Product/Service | JUICES |
Entrant | HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Point of Sales, Consumer Touchpoints & In-store Collateral |
Idea Creation
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HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Media Placement
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HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
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Production
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HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
|
Background
Fact 1: The UAE national day is an occasion that nationals and expats alike, celebrate, every year - the country being home to over 200 nationalities. Fact 2: Barakat is one of the oldest fresh juice brands in the UAE and while it is loved by millions, not everyone knows that Barakat is actually a proud local brand. Fact 3: Gen-Z do not respond to one-sided comms from brands. They like to play an active role in the narrative, they like to feel inspired by what brands put out there, and only then do they really feel connected to it. So, for the country’s golden jubilee, we had two objectives: to involve our audience in the celebration of the country and enforce our sense of national pride.
Describe the creative idea (40% of vote)
‘Barakat’ is Arabic for Blessings. And so #BarakatOfTheUAE has a double meaning: ‘Barakat is from here and is of the UAE’ and also ‘blessings of the UAE.’ So we used that to start up a conversation on social: ‘What are your blessings of the UAE?’ and turned all that the people of the country consider blessings into iconic packaging.
Describe the execution (40% of vote)
On National Day, we released limited-edition bottles with the inspiring works of art turned into special labels, across all supermarkets in the country. Making every bottle a celebration of every blessing that makes us all proud to call the UAE our home. Outdoor, the works of art were turned into unique posters, and on Snapchat, the art came to life with interactive filters for people to create their own National Day greetings.
List the results (20% of vote)
109% increase in positive sentiment
PR coverage in 7 countries across 4 continents
The whole edition sold out
Increase in sales vs the previous period
Credits
Fabio Silveira |
Havas Middle East |
General Manager |
Joao Medeiros |
Havas Middle East |
Executive Creative Director |
Serena Abi Aad |
Havas Middle East |
Creative Director |
Michele De Iuliis |
Havas Middle East |
Art Director |
Nagat Idris |
Havas Middle East |
Copywriter |
Moataz Safar |
Havas Middle East |
Art Director |
Alicia McBride |
Havas Middle East |
Art Director |
Arwa Fayed |
Havas Middle East |
Motion Designer |
Daisy Sawaya |
Havas Middle East |
Account Director |
Lara Fatho |
Havas Middle East |
Account Executive |
Farah El Batawi |
Havas Middle East |
Social Media Executive |
Jimmy Azouri |
Havas Middle East |
Videographer |
Amir Shaya |
Havas Middle East |
Photographer |
Links
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