JEDDAH, 30 May — The Kraft Foods advertisement has scooped the Grand Prize — the Golden Sword Award 2001 — for being adjudged the most creative among this year’s entries.
The awards, instituted by the Saudi Research and Publishing Co. (publishers of Arab News and other dailies and periodicals) to promote creativity and competitive spirit in the advertising industry, were presented at a glittering function held at the Jeddah Chamber of Commerce and Industry on Saturday.
The Kraft Foods ad for its product (Cheddar Cheese) and designed by Targets Leo Burnett of Jeddah won the company the Golden Sword besides SR130,000 worth of free space in any SRPC publication.
The Ninth Annual Sword Awards were presented by Abdullah Saleh Kamel, board member, on behalf of Prince Ahmad ibn Salman, chairman of the board of directors of Saudi Research and Marketing Group.
Muhammad Al-Shibani, deputy CEO, SRMG, Yasser K. El-Dabbagh, managing director, SRPC, Dr. Fahad Al-Tayash, director general, SRPC, Dr. Abdullah Banakher, director general, Al Khaleejiah Advertising and Public Relations Co., and other senior officials from the company and JCCI were among those present.
This year’s event included a draw on a car (Mitsubishi Pajero 2001), besides draws on ten watches presented by Al Hussaini and Al Yahya Co. The watches were presented by Abdel Rahman Al Hussaini.
Also ten mobile phones were given away by the National Commercial Bank. Other prizes included two free return air tickets (Jeddah-Casablanca-Jeddah) and free accommodation voucher of five nights at Farah Safeer Hotel in Casablanca presented by Royal Air Maroc and Moroccan National Bureau of Tourism in Jeddah, respectively.
A total of over 1,700 guests attended the event which featured the highest concentration of professionals from the advertising industry, advertisers and media decision-makers.
A novel feature of this year’s event, according to Dr. Fahad Al-Tayash, was that young Saudis were making their debut in the advertising market dominated almost entirely by expatriates. He described it as a welcome development, as it would open new job avenues for the Saudis.
The categories of the Sword Awards included: Press; TV; Radio; Interactive Media; Outdoor advertising; Print/Below the Line/Brochures, Packages, Direct Mail, etc; Multimedia campaigns; Public Service. Silver and bronze trophies were awarded to the winners in each category. The Golden Sword trophy was presented to the winner for the best overall ad or campaign selected from the silver winners of the eight categories. Commendations were also awarded in each category.
Bronze trophies were presented to each agency and the advertiser whose ad won a bronze award. Silver trophies were awarded to the agency and advertiser whose ad or campaign won a silver award worth SR70,000 of advertising space in SRPC titles.
The jury, headed by Faysal Al Aquil, executive manager of Jeddah Holding Co., included Abdulwahab Baghdadi, director general, Gulf Vision, GCC, David Taylor, marketing consultant, UK, Galal Zaki, Advertising and Creative Consultant, Egypt, and Robert Woodbridge, director, International Communication and Design Services, UK.
The Sword workshops were held on the same day of the event and were attended by 78 participants.
They included three presentations: “Integrated marketing communications — Getting the biggest bang for your buck,” Galal Zaki; “Conservation is not just for tigers,” (David Taylor); “Marketing and Advertising to the Young Generation,” (Robert Woodbridge).
Speaking on behalf of SRMG Chairman Prince Ahmad ibn Salman, Muhammad Al-Shibani welcomed the gathering and noted that the essence of advertising was creativity. He pointed out that SRPC was a pioneer in satellite publishing across four continents.
Within such a fluid and fast changing environment, he added, creativity should be the main foundation “which we should all protect and hang on to”.
Shibani thanked all the participants and wished them luck for the present and future Sword Awards.
Welcoming the guests, Dr. Fahad Al-Tayash said an encouraging feature of this year’s event was the upsurge in the number of entries along with a marked improvement in the quality of advertising, the main objective behind the institution of the Sword Awards.
Dr. Al Tayash paid tributes to the members of the international jury which selected the award winners on the basis of their professional excellence and creativity. He said the Sword Awards underline SRPC’s commitment to uphold professionalism and encourage creativity in the advertising industry.
Faysal Al Aquil, chairman of the jury, outlined the procedure that was followed during the three-day deliberations as well as the criteria that were used in evaluating the entries.
The following are the winners of the Sword Awards 2001:
PRESS
COMMENDATION
Category: Press
Caption of the Ad: Coat Hangers
Name of the Agency: Intermarkets Jeddah
Name of the Advertiser: Alpha International Group: Harvey Nichols
Prize: Commendation
Agency Prize: Commendation Certificate
Category: Press
Caption of the Ad: A Refreshing Italian Design
Name of the Agency: Team Jeddah
Name of the Advertiser: United Youssef Naghi: Ariston
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
Category: Press
Caption of the Ad: Big Screen Entertainment
Name of the Agency: Team Dubai
Name of the Advertiser: Eros Electricals: Hitachi Projection TV
Prize: Bronze Sword
Agency Prize: Bronze Sword
Advertiser’s Prize: Bronze Sword
SILVER AWARDS
Category: Press
Caption of the Ad: Espresso to Milano
Name of the Agency: Impact Dubai
Name of the Advertiser: Emirates
Prize: Silver Sword
Agency Prize: Silver Sword
Advertiser’s Prize: Silver Sword in addition the advertiser receives a free space worth SR70,000 in any SRPC title.
OUTDOOR
COMMENDATION
Category: Outdoor
Caption of the Ad: We Go the Extra Mile (Parachute)
Name of the Agency: Publicis Graphics - Riyadh
Name of the Advertiser: Fedex
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
No Bronze trophies were awarded in this category
SILVER AWARDS
No Silver trophies were awarded in this category
TELEVISION
COMMENDATION
Category: Television
Caption of the Ad: Paper Bags
Name of the Agency: Drive Communications
Name of the Advertiser: Al Hayat Publishing Co: Al Wasat
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
Category: Television
Caption of the Ad: Check Point
Name of the Agency: Drive Communications
Name of the Advertiser: Abdul Latif Jameel: Toyota Corolla
Prize: Bronze Sword
Agency Prize: Bronze Sword
Advertiser’s Prize: Bronze Sword
SILVER AWARDS
Category: Television
Caption of the Ad: Table Cloth
Name of the Agency: Targets Leo Burnett - Jeddah
Name of the Advertiser: Kraft Foods: Cheddar Cheese
Prize: Silver Sword
Agency Prize: Silver Sword
Advertiser’s Prize: Silver Sword in addition to SR70,000 worth of free space in any SRPC title.
RADIO
COMMENDATION
Category: Radio
Caption of the Ad: Laha
Name of the Agency: TMI Jeddah
Name of the Advertiser: Dar Al Hayat: Laha
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
Category: Radio
Caption of the Ad: Beat The Summer Heat
Name of the Agency: Impact Dubai
Name of the Advertiser: Master Food: M&M’s Ice Cream
Prize: Bronze Sword
Agency Prize: Bronze Sword
Advertiser’s Prize: Bronze Sword
SILVER AWARDS
Category: Radio
Caption of the Ad: Aref & Fahem (Pepsi)
Name of the Agency: Targets Leo Burnett - Jeddah
Name of the Advertiser: Al Tazaj: Fakieh Bar B Q Chicken: Al Tazaj Restaurant
Prize: Silver Sword
Agency Prize: Silver Sword
Advertiser’s Prize: Silver Sword in addition the advertiser receives a free space worth SR70,000 in any SRPC title.
INTERACTIVE
COMMENDATIONS
No commendations in this category
BRONZE AWARDS
Category: Interactive Media
Caption of the Ad: Number One Web Design
Name of the Agency: Ram World Establishment
Name of the Advertiser: Ram World
Prize: Bronze Sword
Agency Prize: Bronze Sword
Advertiser’s Prize: Bronze Sword
SILVER AWARDS
Category: Interactive Media
Caption of the Ad: gmme.com
Name of the Agency: Targets Leo Burnett, Jeddah
Name of the Advertiser: General Motors: Website
Prize: Silver Sword
Agency Prize: Silver Sword
Advertiser’s Prize: Silver Sword in addition to SR70,000 worth of free space in any SRPC title.
BELOW-THE-LINE COMMENDATIONS
Category: Print Packaging and Direct Mail
Caption of the Ad: Doritos
Name of the Agency: Impact Jeddah
Name of the Advertiser: Saudi Snack Foods: Doritos
Prize: Commendation
Agency Prize: Commendation Certificate
Category: Print Packaging and Direct Mail
Caption of the Ad: BUPA Members
Name of the Agency: MEMAC Jeddah
Name of the Advertiser: BUPA Middle East
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
No bronze trophies were awarded in this category
SILVER AWARDS
No silver trophies were awarded in this category
CAMPAIGNS COMMENDATION
Category: Multimedia Campaigns
Caption of the Ad: Buy quality buy satisfaction
Name of the Agency: Farouk Advertising
Name of the Advertiser: Al Esayee Electronics: National Panasonic
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
Category: Multimedia Campaigns
Caption of the Ad: Tarzan
Name of the Agency: Promoaction DDB
Name of the Advertiser: Savola Snack Foods: Tasali Chips
Prize: Bronze Sword
Agency Prize: Bronze Sword
Advertiser’s Prize: Bronze Sword
SILVER AWARDS
Category: Multimedia Campaigns
Caption of the Ad: At the heart of the community
Name of the Agency: AP7 - Riyadh
Name of the Advertiser: Saudi British Bank
Prize: Silver Sword
Agency Prize: Silver Sword
Advertiser’s Prize: Silver Sword in addition to SR70,000 worth of free space in any SRPC title.
PUBLIC SERVICE COMMENDATION
Category: Public Service
Caption of the Ad: Took Takka
Name of the Agency: Media Graphics
Name of the Advertiser: Express Food Go: Al Baik
Prize: Commendation
Agency Prize: Commendation Certificate
BRONZE AWARDS
Public service is a special category and is granted directly a silver trophy
SILVER AWARDS
Category: Public Service
Caption of the Ad: Speed Kills
Name of the Agency: Team - Jeddah
Name of the Advertiser: United Youssef Naghi
Prize: Silver Sword
Agency Prize: Silver Sword
Advertiser’s Prize: Silver Sword in addition to SR70,000 of free space in any SRPC title.
GRAND PRIZE: THE GOLDEN SWORD
Caption of the Ad: Table Cloth
Name of the Agency: Targets Leo Burnett - Jeddah
Name of the Advertiser: Kraft Foods: Cheddar Cheese
Prize: Golden Sword
Agency Prize: Golden Sword
Advertiser’s Prize: Golden Sword in addition advertiser receives an additional SR130,000 worth of free space in any SRPC title.
