stc Bahrain - "Seagull KV" by PHNX Awards 2024
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| Title | Seagull KV |
| Campaign | Stop Feeding the Animals |
| Advertiser | STC |
| Brand | stc Bahrain |
| Date of First Broadcast/Publication | 2023 / 12 |
| Story | Context: Plastic pollution is not new news, yet despite ongoing efforts to raise awareness about the issue, consumer behaviour regarding plastic usage in the Middle East, particularly in Bahrain, has remained largely unchanged. This stagnation is evidenced by the high percentage of plastic mismanagement, with a staggering 40% of plastic waste not being properly disposed of, and only a minimal 5% being recycled. stc, a leading regional telecommunications company and one of the most admired brands in Bahrain with a strong CSR presence, stepped forward to address the pressing issue of plastic pollution. stc realized that as an island nation, Bahrain's mismanaged plastic waste has dire consequences for the surrounding marine environment. With limited landmass and being surrounded by the ocean, any plastic waste not properly managed inevitably finds its way into the sea, where it poses significant threats to marine creatures. Acknowledging its responsibility as a company with a mass consumer network and the need for collective action, stc Bahrain aimed to educate people about the impact of plastic pollution on marine life with a design-led approach, aimed at shocking people and inspiring an immediate & lasting change of behaviour. Idea: The core idea of this campaign, Stop Feeding the Animals, was to show consumers, in the most direct way possible, where the hundreds of single-use plastic bags they throw away each year end up. Namely, in the mouths and stomachs of the marine creatures around the coast of Bahrain. By creating actual 3D representations of these creatures' heads with plastic bags in their mouths carrying our message, and placing them at the very place people used lots of plastic bags, we used an outdoor medium in a very fresh way and created a genuine impact on consumers. Results: The campaign, with its visual shock tactics, reached over 200,000 individuals who attended the farmer's market in the winter of 2024. Our animal heads saw a positive direct engagement of 38% from the attendees, and we gave away 10,000 reusable bags to shoppers. Our campaign caught the attention of influencers, and their positive push helped us reach over 2 million impressions on social media platforms, extending beyond Bahrain's population of 1.7 million. The campaign generated positive sentiments for the stc brand in Bahrain, with people appreciating its environmental commitment. Alas, we can't claim to have solved the problem entirely, but we've prompted many to rethink their approach to plastic consumption, and we will continue pushing the message of "STOP FEEDING THE ANIMALS." |
| Managing Director | Ghassan Boujacli |
| Deputy Managing Director | Daniel Shepherd-Smith |
| Account Director | Hisham Sultani |
| Executive Creative Director | Philippe Aprahamian |
| Creative Director | Georges Serhan / Simon Impey |
| Head of Design | Marina Lovrek |
| Associate Creative Director | Divyan Kriplani |
| Copywriter | Christiano Vendramine / Divyan Kriplani |
| Art Director | João Lucas Roque |
| Senior Director Consumer Marketing | Khalid Alia |
| Senior Manager Communication & Branding | Dheya Jasim Mohammed |
| Communication & Branding Lead | Marwa Shabib |