To avoid falling into the same trap, we went back to our strongest equity for inspiration, our red line. We created icons out of our red line, to illustrate the different travel destinations that consumers could win as a result of using their SABB credit card.In this way, our icons could easily be identified and understood through the clutter, and instantly recognised as an offer from SABB.While visually, we had created a different look and feel, we faced a further challenge with the medium we wanted to use. Newspapers are a key medium in Saudi and are usually flooded with advertising, more so this summer with the increased purchasing occasions. We realized we needed to be just as iconic in our execution.We disrupted regular newspaper pages, with island ads, of our plane leading to strips on the next page that featured our destinations.

By going against the tide through our simple creative and disruptive executions, our campaign broke through the clutter and was easily understood Resulting in an 86% Return on Investment.