The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2017 One Show - Design

Breaking a Fatal Pattern

Agency Memac Ogilvy & Mather / Doha

Client Qatar Islamic Bank
BACK TO RESULTS

Annual ID

OS_DE17249M

About the Work

In Qatar, the high number of road fatalities is a major concern. The reason for many deaths is that the victim was not wearing a seatbelt. QIB wanted to raise awareness on the lifesaving importance of wearing one. Research showed that many believed wearing a seatbelt demonstrates lack of faith that God will protect them. Our solution was to visualise the integration of the seatbelt into a cornerstone of the culture: Islamic motifs. The Islamic pattern was chosen for its symbolic significance. The campaign conveyed that while the seatbelt is not the ultimate Protector, it plays a critical role in our culture as a means of protection. By creating a new pattern, QIB broke an old one. And being an Islamic bank, QIB had the credibility and respect from the country to address the religious barrier. The campaign received widespread recognition, increasing the awareness of the issue.