2022 Winners & Shortlists

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