#stayathomeheroes
Batelco
Issue 56 | September 2020
Agency
_ and us
Creative Team
Creative Founder/CCO Fadi Yaish Creative Directors Sandy McIntosh, Jamie Kennaway Senior Creative Camila Venegas Gomez
Production Team
Head of Content and Video Production Serena Chemaly Photography studio melt Online Content Production Black Box Lens Development Tactical
Other Credits
Business Lead Mahmoud Jaber Media Company ForwardPMX Snapchat Inc. Global Partnerships Sales Lead Firas Breish Global Partnerships Associate Ashwaq Shahin Client Chief Marketing Officer Bilal Adham Marketing Director Shehab Saeed Head of Brand Husain Mudara
Date
July 2020
Background
During the ongoing coronavirus epidemic, people around the world have been faced with one of the most difficult challenges of our generation – to self-isolate at home, giving up their social lives and economic wellbeing for the greater good.
Idea
To honour the sacrifices that everyday people in Bahrain continue to make, Bahrain’s leading telco, Batelco, released a commemorative SnapChat lens. It enables Bahrainis to adorn themselves with medals of honour that recognize their struggle and allow them to see themselves as the brand sees them: as everyday heroes.
This campaign kicked off on Instagram with images of women and men posing heroically at home in their pyjamas with their own set of medals, each one custom designed in 3D to reflect their accomplishments – ranging from men learning to cook, to parents dealing with the realities of home-schooling their children.
Results
The lens was launched on July 12 which quickly gained traction in Bahrain as well as further afield, with images being shared from all around the world. To date, Stay At Home Heroes have been celebrated in all corners of the world.
Our Thoughts
The communications arc continues to evolve.
From ‘Stay at Home’ through to ‘Thank You’, now brands are reminding us the pandemic isn’t over yet and urging us to ‘Keep Staying at Home’. In this case, Batelco have not wagged a finger at all those ignoring the rules, nor have they tried to alarm us with talk of the second wave, they’ve given us something we can share with our friends.
Yes, it’s virtue-signalling, but with charm and humour. Bravo Batelco.