Brand | MEDIAQUEST CORP |
Product/Service | MARIE CLAIRE ARABIA |
Entrant | HORIZON FCB Dubai, UNITED ARAB EMIRATES |
Category | Copywriting |
Idea Creation
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HORIZON FCB Dubai, UNITED ARAB EMIRATES
|
Production
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HORIZON FCB Dubai, UNITED ARAB EMIRATES
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Cultural/Context information for the jury.
In the UAE the danger of single-use plastics is not really in the public mind, there are only a few brands talking about this issue. However, we didn't want to use the same cliched environmental messages that are glossed over in the region, because some people lack empathy towards environmental issues, and graphic images are not enough to change their behavior. So we decided to add one effective motivator: vanity.
Through a long-copy series of posters, we designed a fashion-forward campaign that created awareness about straws causing wrinkles.
In partnership with Marie Claire, who is renowned for controversial topics, we took a different angle on the plastic straw villain, to make people think and start a movement.
All-in-all the posters poked fun at the planet turning a blind eye to why you quit straws because no matter the reason it'll still make a difference.
Credits
Mazen Jawad |
Horizon FCB Dubai |
President |
Reham Mufleh |
Horizon FCB Dubai |
General Manager |
Bruno Bomediano |
Horizon FCB |
Executive Creative Director |
Elsa de Bruyn |
Horizon FCB |
Copywriter |
Lucy Elder |
Horizon FCB |
Copywriter |
Rodrigo Scapolan |
Horizon FCB |
Art Director |
Daniel Botezatu |
Litematter FZ LLE |
Photographer |
Bruno Bomediano |
Horizon FCB Dubai |
Executive Creative Director |
Bruno Bomediano |
Horizon FCB Dubai |
Executive Creative Director |