Ramadan Self challenges 2013

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  • Evaluate
    (Your Health)
    Straighten it
    Challenge Yourself
    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.
    Thousands of app downloading, rating, you-tube video watching, interacting and practicing the good habits and avoiding the bad ones remembering that Bupa is the best partner for health care.
    Credits: Elie Khairalla, Firas Bachi, Ali Ghazi, Faisal Saeed, Faisal Shamim, Ammar Bardisi, Basim Assad.
    My Work: Associate creative direction, conceptualizing, calligraphy and drawing, video-animation design and directing, mobile app design, art Direction, copy-writing.
    Concept, Calligraphy &  Design
  • 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.
  • Interactive Mobile App
    Development by: Havas Digital, Dubai
  • 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