Personal Care

Body wash, cotton swabs, deodorants, feminine hygiene products, soap, razors, shaving cream, toothpaste, etc.

2021 SILVER

Durex Every Day

In the region where sex is considered a taboo, Durex didn’t break any taboos and didn’t even talk about sex, just got everyone thinking about it, every day. It inspired thousands of conversations about sex by associating itself with everyday trending topics on social and making conversations about Durex and sex as natural as the conversations about football or movies. With almost no production budget and minimal media spend, the campaign resulted in +176% e-commerce sales, 262% in ROI, 3x higher view-through-rate and 5x more e-commerce leads vs previous campaigns

Brand: Durex
Client: Durex Middle East
Agency: Havas Middle East
Language: English

2021 SILVER

From Clueless Vagina Owner to Tampon Guru

There’s a new generation of women who didn’t get the 411 on tampons and can’t tell fact from fiction (77% of adults think tampons can get lost inside a woman’s body!). This knowledge gap is the result of a serious period stigma and it leads to miseducation, misinformation, and missed opportunities. Tampax partnered with one of the funniest women out there, Amy Schumer, to make period conversations as normal as periods. Because if we can laugh about it, we can learn about it and get people to buy more tampons.

Brand: Tampax
Client: Procter & Gamble
Agency: Saatchi & Saatchi New York
Language: English

2021 BRONZE

Lux Step Into The Spotlight

To build deeper connections during Covid in a historically restrictive but changing market, Lux took a step further in embracing the cause for women empowerment in Saudi at its most significant & impactful moment for it: International Women’s Day. With a comprehensive approach combining inspirationally successful women, local audience insights and challenging the status quo of Search being a channel limited on creativity, we were able to make outstanding KSA women have unprecedented visibility and inspire many other girls and women in their own journeys.

Brand: Lux Step Into The Spotlight
Client: Unilever MENA
Agency: Magna MENA Dubai
Language: English

FINALISTS

Close Up As soon as you open your mouth

Closeup Getting young Egyptians to ‘care’ about oral care

P&G Always The Not Hot Periodwear