David vs. Goliath

This is an award for smaller, new or emerging brands making inroads against big, established leaders; taking on "sleeping giants;" or moving into a new product/service field beyond their current category and set of competitors.

2019 GOLD

As far as we go

In a world of “us” vs. “them”, even during Ramadan, Muslims celebrate Ramadan. The world doesn’t. 
Almosafer, a travel platform from Saudi Arabia, reignited the lost magic of Ramadan in the region, by seeing it through a little child’s story, and took that spirit to the world, encouraging people to travel meaningfully.
It defied the Ramadan marketing clichés, taking Ramadan to places that didn’t celebrate Ramadan.
It defined the category clichés, building emotional meaning in a category of rational persuasion.
And with low budgets, it overtook and beat leading competitors.

Brand: Almosafer
Client: Almosafer
Agency: FP7 McCann Dubai
Language: English

2019 GOLD

Fine Baby: The Relaunch

Drove sales and market share of Fine Baby, across MENA, through social media, digital, in-store and on-ground activations by connecting emotionally with mothers through “what’s the sound of your baby’s diaper” campaign and the association of Fine Baby diapers with giggles.

Brand: Fine Baby
Client: Fine Hygenic Holding
Agency: Mindshare
Language: English

2019 SILVER

Rainbow for Coffee

Instant soluble coffee category in GCC was growing YoY at 3% with 50% of the category dominated by coffee whiteners. Coffeemate has 80% market share within creamer category and is synonymous to coffee whitening.

Evap category is declining in UAE and in order to grow the category, expansion into coffee whitening was a natural progression
Within 4 months of launch, Rainbow acquired 5% market share within creamer (Source –Carrefour & LULU EPOS UAE). The launch drove trial - 29% against 20% target and repeat purchase at 17% against 10% target

Brand: Rainbow for Coffee
Client: Friesland Campina
Agency: Wavemaker
Language: English

FINALISTS

Patelco Credit Union Making the Switch: Patelco's Data-Driven Brand Campaign

Time Internet Time Disrupts With Kabel Besar

Guardian Insurance No lo dejes a la suerte, déjalo con Guardian