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Client: Bupa Arabia Creative Agency: Havas Worldwide Jeddah Brief: Ramadan campaign 2013 Project: Ramadan Self Challenges; Fitness, Anti-Obesity… Read More
Client: Bupa Arabia Creative Agency: Havas Worldwide Jeddah Brief: Ramadan campaign 2013 Project: Ramadan Self Challenges; Fitness, Anti-Obesity, Anti-smoking. Evaluate to Straighten Your Health, Challenge Yourself. Work: Conceptualizing, Calligraphy, Art Direction, Copy-writing, and drawing. Executions: Press ads, digital, social media, animation video, health management Mobile app, in-malls media, in-mall booth, fitness activities, outfit, giveaways. Result: traffic and app downloads 3 times the marketing target, and delivering an engaging CSR campaign providing classic informative religious content using the latest technique. My Role: Conceptualizing, Calligraphy, Art Direction, Copy-writing, and drawing. Credits: Account Manager: Ammar bardesi Creative Director: Elie Khairalla Sr. Art Director/ Creative Head: Firas Bachi Art Director: Faisal Saeed Copy-writing: Firas Bachi, Ali Ghazi Graphic Designer/Finalizer: Faisal Shamim Production Studio: Wedd Productions. July 2013 Read Less
Evaluate & Straighten
(Your Health)
Challenge Yourself in Ramadan
Client: Bupa Health Care
Agency: HAVAS Worldwide/ Jeddah
Background: Ramadan the 9th month of the lunar calendar for all Muslim societies, it's a month of health and many Islamic religious commitments, such as stoping food/drink all day-time (fasting) in order to remember the less fortuned and sharing food with them, while practicing long prayers at night, and avoiding all bad habits.
Challenge/ Objective:
Time after time people start blaming on Ramadan for laziness and gluttony that may occur, the challenge was bringing back the original perception of Ramadan as a healthy-fasting-active month, dishonoring bad habits like gluttony/obesity and smoking, while encouraging good habits like fitness and walking, and giving practical solutions will improve person's healthy habits while empowering the people's bonds which is originally inspired by the true Islamic directions. empowering the brand awareness in a 360 integrated CSR campaign basically.
Inspired by the Qur’an phrase says {The GOD doesn't change people until they change themselves}, the idea was an engaging public health challenge.
"Challenge yourself " was the campaign were created, divided into 3 Challenges; 'Fitness Challenge' (Walk Your Heart), 'Will Challenge' (Stop Smoking), and 'Thinness challenge' (Reduce your Weight), while highlighting real facts and figures about obesity and hunger, smoking dangers and walking benefits.
The campaign was published on all digital, indoor, in-mall, outdoor, print, gift items, and social medias, all challenges were managed by a mobile-app available for iPhone and Android, that engaged people into an actual experience to contribute the  challenges and share their health improvement with friends on social media.
we hit 3 times mobile app installs and 5 times youtube views, interacting and practicing the good healthy habits and avoiding the bad ones remembering that Bupa is the best partner for health care.
Havas Worldwide won the Silver Marketing Effectiveness Award 2014, Summit International Awards, Healthcare/Medicine category for BUPA’ s mobile app I designed as a part of “Ramadan Health Challenge”campaign,
My Work: Associate creative direction, creative team lead, conceptualizing, calligraphy and digital drawing, video-animation design and directing, mobile app design, art Direction, copy-writing.
Other Credits: Elie Khairalla, Firas Bachi, Ali Ghazi, Faisal Saeed, Faisal Shamim, Ammar Bardisi, Basim Assad.
Bupa (pronounced /buːpə/) is an international healthcare group, based in UK, serving over 22 million customers in over 190 countries. (
Concept, Calligraphy &  Design
Interactive Mobile App
Development by: Havas Digital, Dubai
Silver Marketing Effectiveness Award 2014
Healthcare/Medicine category
BUPA wanted the people of KSA to celebrate their Happiest and Healthiest Ramadan yet! A mobile app was launched to help users actively and easily improve three main health areas: quitting smoking, eating healthier and increasing exercise, whilst being on the go. It was called the Ramadan Health Challenge.
After setting their goals, users could then track their progress in real-time, and share their successes with family and friends via a linked Facebook app.
To help keep users on track, BUPA sent specific daily tips and timely reminders from their health experts. This was also supported by on-ground events and social media community management.
Video Story Board, Script & Drawing by Firas Bachi
Animation (motion graphics) video, was produced for social media channels & booth screen.
My Work: Associate creative direction, Conceptualizing, Calligraphy, Typography, Illustration, Scripting, Copy & Story, Story-boarding, and Video directing.
Production Studio: Wid video/audio production studios.
a bottlenech tag says (Walk your Heart), given to all walking practitioners
People's interaction with the Health Challenges Booth in Redsea Mall, Jeddah
People expressed their intentions and commitment for good habits in Ramadan
They shared their experience on the social media, and it went viral
People came to Bupa booth to measure their weight and know their ideel figures
Organized an evening time a public walking and sport activity for the whole month