2020/2021 Winners & Shortlists

Cultural / Context information for the jury

Eating a piece of chicken or sipping on a coffee while driving is second nature to most drivers in the UAE, who are used to spending hours stuck in traffic. However, the reality is that only a few realise just how unsafe it can be. It has been proven that eating and drinking, just like doing your makeup or texting, is one of the most common forms of how people get distracted while driving. It presents a huge safety risks to the drivers and others. UAE drivers caught eating while driving now run the risk of ending up with a fine up to AED 1000, and having 12 black points added to their record. So even if you think you can’t resist the delicious smell and taste of KFC, we recommend you wait to be parked to enjoy it in safety!

Tell the jury about the photography. Do not name the photographer.

For this campaign we needed an eye grabbing visual. Something dynamic, energetic, and trendy. “Dynamic” is a key word to feel the movement of the car, and thus potential risk of eating and driving. We chose a very colourful, rich and detailed treatment, with most of the elements in the picture in focus. In order to achieve this, each final visual is actually composed of a dozen pictures. This technique allowed us to light every element individually… … and make sure our chicken, the most important element of all, looked really irresistible! The rich world of each shot tricks the eye for a second, slightly delaying the understanding of the ad. “Why is it?… Ooooh. Yes, I get it!”. The viewer should enjoy discovering the universe of each car before noticing the unusual closed eyes, and with that, understanding the idea. Our characters’ face expressions are funny, real, and raw.