2022 Winners & Shortlists

BLESSINGS OF THE UAE

BrandBARAKAT
Product/ServiceJUICES
EntrantHAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
CategoryPackaging Design
Idea Creation HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Media Placement HAVAS MEDIA Dubai, UNITED ARAB EMIRATES
Production HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Cultural / Context information for the jury

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 proudly 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.

Tell the jury about the art direction.

The recurring theme was around: Happiness, belonging and ambition. And so with these 3 blessings, we created 3 illustrations, in collaboration with 3 artists. Happiness was brought to life with a splash of colours, almost like a celebration of life exploding in one artwork. For Ambition, we used a lot of pens and eyes to reflect the mind working and planning for a better future. And for Belonging, we created a canvas showing tolerance and diversity through a multitude of nationalities and ethnicities co-existing.

Credits

Name Company Role
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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