2022 Winners & Shortlists

THE WIDER WEB

Bronze Lynx

Demo Film

Presentation Image

BrandETISALAT
Product/ServiceETISALAT
EntrantIMPACT BBDO Dubai, UNITED ARAB EMIRATES
CategoryBrand-led Education & Awareness
Idea Creation IMPACT BBDO Dubai, UNITED ARAB EMIRATES
PR INITIATIVE MENA Dubai, UNITED ARAB EMIRATES
Production BLISSMAKER STUDIO Ho Chi Minh City, VIETNAM
Production 2 FILMWORKS Dubai, UNITED ARAB EMIRATES

Describe the creative idea

To help foster a more inclusive web, we created the Etisalat Wider Web extension, a browser extension to help people on the spectrum navigate websites. The extension, a first-of-its-kind, allows for a global redesign of the web experience by reshaping and simplifying how information is presented on the websites. An extension available on all major browsers, that realigns webpages to be more autistic friendly.

Describe the execution

Through our research, we determined that there were 6 main pain points for neurodivergent people browsing the web: - The amount of information on the screen - The clash of colors - The variations and difficulty in reading font types, - The visually disruptive nature of some images - Advertisements - Loud videos with auto play The open-source extension works on any language and is configurable to allow users to pick their preference in color, page width and font size, and is available for all the major browsers:Chrome, Firefox, Edge & Safari. We then tested our extension with different people on the spectrum to gauge their reactions and make improvements. Their sentiments were heartwarming and encouraging, pushing us to launch on world autism day.

Credits

Name Company Role
Dani Richa Impact BBDO CEO and Chairman
Fouad Bou Mansour Impact BBDO Managing Director
Ali Zein Impact BBDO Executive Creative Director
Alex Rodrigues Impact BBDO Creative Director
Martino Caliendo Impact BBDO Senior Creative
Ali Rez Impact BBDO Chief Creative Officer
Ali Rez Impact BBDO Executive Creative Director
Paul Shearer Impact BBDO Chief Creative Officer
Samer Khansa Impact BBDO Business Unit Director
Faten Al Mukhtar Impact BBDO Digital Art Director
Megan Fowkes Impact BBDO Designer
Amira Abdelnadi Impact BBDO Account Director
Lara Boustani Impact BBDO Senior Account Executive
Ossama El Rashidy Impact BBDO Head of Production
Mostafa Hashish Impact BBDO Senior Strategist
Yahia Hashem Impact BBDO Strategist
Saadia Qayyum Etisalat Senior Manager Brand Management
Yasmeen Al Mallah Etisalat Director Brand Management
Mana Al Azizi Etisalat Social Media Manager
Shaima Al Breki Etisalat CSR Manager
Ahmed El Goweiny Etisalat Director Brand & CommunicationStrategy
Mohamed Ahmed Samy Etisalat Director Social Media
Mahmoud Farwiz Etisalat Director Brand & ConsumerCampaign Management
Mohamed Al Masfer Etisalat VP Media & Marcom CampaignManagement
Fares Hamad Fares Etisalat VP Digital Media, Planning & Strategy
Mohamed Hafez Etisalat Sr. VP Brand & CommunicationsDepartment
Jean George Prince Impact BBDO Copywriter
Links
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