Qtel: NATIONAL DAY

Credits & Description:

Advertiser: QTEL (QATAR TELECOM)
Agency: LEO BURNETT QATAR
Category: Fast Moving Consumer Goods
Communication Executive: Amir Zeitouni (Leo Burnett)
Chief Creative Officer: Bechara Mouzannar (Leo Burnett)
Copywriter: Jaison Ben (Leo Burnett)
Communication Manager: Hassan Rifai (Leo Burnett)
Creative Director: Munah Zahr (Leo Burnett)
Managing Director: Sami Saleh (Leo Burnett)
Communication Director: Suzanne Bouwes (Leo Burnett)
Associate Creative Director: Michael Habre (Leo Burnett)
Production Manager: Ramaswamy Iyyaswamy (Leo Burnett)
Planner: Elliott Bastien (Leo Burnett)
Art Director: Nikolina Popovic (Leo Burnett)
Executive Creative Director: Peter Bidenko (Leo Burnett)

Implementation
To make sure everyone feels part of Qatar we handed out a 'We are Qatar' paper toy book. Representing the different nationalities and professions that have contributed to the growth of the country, we asked people to cut them out and bring them to life by making them stand shoulder to shoulder. By doing so we reminded people that Qatar is where it is today thanks to a team effort. No matter who you are you should celebrate this day.

Outcome
Originally given to children at schools and internal staff only, we printed out 3000 copies. However, after people started to share the paper figurines on Facebook, Instagram and with friends they started to come to Qtel shops asking for the paper toy book. As a result, due to popular demand, we printed extra 3000 books, and now we are in the process of preparing a new edition with new and more characters.

Client Brief Or Objective
"For years and years we've been communicating The National Day in a more or less the same way, Flag, traditions, pride, etc. Is there a way to look at it differently while staying faithful to what this day means to Qatar?"

Brief Explanation
With over 70 different nationalities living in Qatar, very few dare to venture beyond their cultural and social circle. Qatar is not a melting pot but a toss salad! What if we used Qatar's National Day to address this issue and focus on those who have made Qatar the country it is today regardless of their different backgrounds and nationalities? That's why we wanted (as a telecom operator) to elevate the role of the brand in people's lives and go beyond the flag waving which only speaks to Qataris and the Qatari authorities.