Analyze Eid
SCOPE OF WORK
- Idea Research Writing Production Design
INDUSTRY
- Data & Analytics
- Research
YEAR
2021
About
DRC is a Saudi firm specializing in statistics and data analytics. The usual problem for a company like that is explaining its work in its own language: technically correct, and nobody listens.
The insight was that Eid is itself data. Everything in it repeats and can be measured, from the shmagh at Eid prayer to whose house we visit first. People live the numbers every year; they just never call them numbers.
A frame from the film: the Eidiyah as a data point before it is a scene
Every scene in the film has a matching figure in the report
The key visual: Eid's own objects become the chart
From the campaign film
Final thoughts
The joke was the wrapper; the data was the gift. Every figure in the film came from DRC's own report, so the work became proof of the company's capability rather than a claim about it.
The film closes with a link to download the full report. Whoever laughed at one number wants the rest, and that is the shortest distance between a seasonal campaign and the company's actual product.
explore other campaigns
Saudi Arabia towards space
Saudi Space Commission
