Brand | BARAKAT |
Product/Service | JUICES |
Entrant | HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES |
Category | Local Brand |
Idea Creation
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HAVAS MIDDLE EAST Dubai, UNITED ARAB EMIRATES
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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
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Cultural / Context information for the jury
‘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.
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.
Please tell us about the brand in relation to the locality or market where the product / service is distributed
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.
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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