TOP 10 PR AND ACTIVATION CAMPAIGNS
1 OMO
Agency: The OMO TBWA Tag Raad The out of OMO OMO Tag laundry is made detergent completely and is 100 per cent water-soluble. Just remove the tag and place it inside your washer. One tag can clean three garments. 2 TWITTER Elevator Tweets
Agency: Geometry An ‘activated’ elevator uses state- ofthe-art technology to create an interactive experience of rich media and video, which appear on its walls in in a building housing major regional media agencies. 3 AMERICAN UNIVERSITY OF BEIRUT MEDICAL CENTRE The Sound of Sheesha
Agency: TBWA/Raad AUBMC laced sheeshas with helium to change smokers’ voices. Then it showed them a video of a man whose voice was changed by throat cancer. 4 CHARICYCLES Stories in the Sand
Agency: Wunderman Wunderman Dubai carved vignettes from real stories of low-income cyclists into customised tyres. As they rode around, the wheels left imprints of their stories in the sand. 5 SAUDI TELECOM COMPANY
Closed Stores
Agency: J. Walter Thompson STC encouraged its clients to totally forget its stores existed. It closed all 220 branches across 118 cities in Saudi Arabia without warning, and directed customers to its suite of digital self-service channels. People had no choice but to overcome their scepticism and adapt.
6 IKEA Agency: Hands-on Memac Recruitment Ogilvy The homeware store’s recruitment campaign asks potential candidates to assemble an Ikea chair as part of the interview process. 7 STANDARD CHARTERED BANK Art Gap
Agency: TBWA/Raad Held during the World Art Dubai fair, the Art Gap exhibition aimed to add local voices to the global conversation about gender pay inequality. 8 ETISALAT Happy Alphabet
Agency: Impact BBDO UAE telco Etisalat called on residents to select happy words to replace the letters in the International Phonetic Alphabet. The result was a new alphabet to celebrate Happiness Day. 9 AUTOPRO
AutoPro EnviroMat
Agency: C2 Communications AutoPro created EnviroMat, a paperless pilot using old tyres to produce 100 per cent recycled rubber mats to be put in cars after they have been washed. The initiative effectively replaces the need for paper mats, by providing an economical and sustainable solution. 10 SAUDI TOURISM
Open Saudi, Open Hearts, Open Doors
Agency: Imagination To launch Saudi Arabia’s tourist e-visas scheme, Imagination teams from around the world joined forces with Saudi Tourism to create an immersive experience and show. It brought to life the diverse beauty of the kingdom and the culture, warmth and hospitality of its people.