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The Golden Sword Award 2001 Won by Kraft Foods
Jeddah 30th May 2001

   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.

Source: Arab News©

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