Birthmark Stories.
An old Arab belief says a birthmark is left by a craving the mother couldn't satisfy while pregnant. HungerStation collected real Saudis' birthmark stories to make the point that it can deliver any craving, at any hour.
- Brand
- HungerStation
- Agency
- VML
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2024
The challenge
New food delivery apps were flooding Saudi Arabia, and many were buying market share with aggressive promotions. HungerStation, the market leader, wanted to stay out of a price war and remind a deal-weary audience of what set it apart: speed, variety and round-the-clock delivery.
The idea
VML Riyadh built the campaign on the myth that links birthmarks to unmet pregnancy cravings, known as the وحمة (wahma). Saudis with birthmarks shared the family stories told about theirs, the cravings behind them became social content, and the stories were collected in a coffee table book. WARC's case summary adds that the campaign offered coupons to expectant mothers. The film was produced by Dreambox Films in Riyadh.
Results
- 1% growth in market share, according to WARC's summary of the Dubai Lynx Creative Effectiveness entry
- A 5% increase in new subscribers and a 12.2% rise in top-of-mind awareness, by the same entry's figures
Case study source: Dubai Lynx (Love The Work) Source ↗
Awards
- Dubai Lynx 2025Creative EffectivenessGrand Prix
- Dubai Lynx 2025Creative Strategy – Audience InsightBronze
- Dubai Lynx 2024 Grand Prix (Social & Influencer)
Credits
- Creative agency
- VML Riyadh
- Production company
- Dreambox Films
- Casting agency
- Powerhouse
- CEO Saudi Arabia & Levant, VML Riyadh
- Camille Haddad
- Chief Creative Officer MENA, VML Riyadh
- Chafic Haddad
- Executive Creative Director, VML Riyadh
- Firas Ghannam
- Associate Creative Director, VML Riyadh
- Noor Wafa
- Senior Art Director, VML Riyadh
- Bashar Dababneh
- Art Director, VML Riyadh
- Nancy Elazzi
- Regional Client Partner, VML Riyadh
- Karim Sioufi
- Account Director, VML Riyadh
- Wessam Al Najjar
- Senior Account Executive, VML Riyadh
- Walaa Alyousif
- Business Growth Officer, VML Riyadh
- Ali Khalil
- Head of TV Production KSA, VML Riyadh
- Joe Aboudaher
- Agency Producer, VML Riyadh
- Jamil Ghrawi
- Executive Producer, Dreambox Films Saudi
- Marwan Nicolas
- Producer, Dreambox Films Saudi
- Jude Al-Saati
- Production Manager, Dreambox Films Saudi
- Tamara Ghrawi
- Director and DP
- Nicolas Khoury
- Photographer
- Steve Kozman
- Post Producer, Dreambox Films Saudi
- Jessy Nicolas
- Editor, Dreambox Films Saudi
- Diana Tannous
- Brand and Communication Director, HungerStation
- Ahmed Chatila
- Creative Manager, HungerStation
- Abdulrahman Alkhatib
