Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2021 SILVER
A Dad's Job
In a COVID-affected retail landscape, how could Home Centre, a furniture retailer, earn share-of-heart and share-of-wallet with millennial Arab moms? With restricted budgets due to budgetary freezes, we stood out from competitors by targeting a seasonal occasion and including a forgotten segment in homes and families across the Middle East. Starting Father’s Day, we told their stories through children. In becoming the first brand to do what it did, Home Centre was bold and took a risk. In turn, we won over Arab moms, positively impacting perceptions, brand, and business.
Brand:
Home Centre
Client:
Home Centre
Agency:
FP7 McCann Dubai
Language:
English
2021 SILVER
Burgher Kingh or Burjer Kinj?
Burger King was losing market share to deep-pocketed and well-established players, new local joiners, along with food aggregators. The brand needed to urgently regain relevancy and improve sales or risk more losses. By ditching the traditional food promotions and creating fun content that transcends the cliché food shots while digging deep into the local culture, Burger King was not only able increase sales beyond target by 18%, but also capture the category’s conversation, Saudi youth’s interest, and loyalty (25% increase in followers) and gain $2.4 million in earned media.
Brand:
Burger King
Client:
Burger King
Agency:
Wunderman Thompson Riyadh
Language:
English
2021 SILVER
Abtal El Shawarea (Stars on the Streets)
Clear, from Unilever, had been using football in Egypt in advertising, but it needed to do more to improve its brand’s image among Egyptians, as a global brand contributing to local communities. So, we created a platform to bring Clear’s purpose to Egypt by doing something no brand had done before FOR Egypt: Give talented street children their opportunity to shine. We activated street football camps across the country and selected a team of street stars to represent Egypt at the Street Child World Cup and the Homeless World Cup.
Brand:
Unilever - Clear
Client:
Unilever Egypt
Agency:
FP7 McCann Cairo
Language:
English
FINALISTS
Forward for Education
The big brother comeback
What's Up
The land of Whatsupia
Rivaj Cosmetics
I Set my Own RIvaj - Rivaj Cosmetics
