Jawwy by stc / Saudi Arabia / 2019Film · Social · Experiential
The Ramadan Campaign That Didn't Happen in Ramadan.
Jawwy launched its main Ramadan campaign after the holiday to encourage acts of generosity throughout the year.
- Brand
- Jawwy by stc
- Market
- Saudi Arabia
- Region
- Saudi Arabia
- Year
- 2019
The challenge
Stand out during the crowded Ramadan advertising period while connecting the brand's promise of fairness to a meaningful social behaviour.
The idea
Teasers appeared at the end of Ramadan, followed by a film and a social challenge asking people to continue simple good deeds. Donation boxes, meals and water distribution extended the idea on the ground.
Results
- The WARC case reports that the film generated 11 million views in one week (https://www.warc.com/en/article/jawwy%3A-the-ramadan-campaign-that-didn%27t-launch-during-ramadan-765b3d966c294a9589e62ca9da10869a).
Case study source: Ads of the World Source ↗
Awards
- WARC Awards 2020 — Silver, Effective Use of Brand Purpose (https://www.jcnnewswire.com/english/pressrelease/59375/2/WARC-Awards-2020---Effective-Use-of-Brand-Purpose-winners-announced-)
- WARC Prize for MENA Strategy 2020 — Bronze (https://mediaavataarme.com/news/advertising-marketing/8375/warc-mena-strategy-2020-winners-announced/)
- New York Festivals AME Awards 2020 — Gold, Creativity for Positive Impact / Purpose Driven (https://www.ameawards.com/Winners/WinnerDetailsNew/649f50a2-2957-4044-96de-6f6787610526)
Credits
- Brand
- Jawwy by stc
- Creative agency
- FP7 McCann Riyadh
- Creative agency
- FP7 McCann Dubai
- Executive creative director
- Dany Azzi
- Regional digital director
- Anis Zantout
- Head of planning
- Mario Morby
- Senior art director
- Nidal Bouhamdan
- Agency producer
- Darine Maalouli
