Jawwy is a digital mobile operator aimed at young Saudis. Its problem was, even though it was a great product, awareness was low and it didn’t have many subscribers. We were given two months to relaunch the brand, build awareness and grow subscriber numbers. We discovered many of the things Jawwy offered people thought were impossible to get from a mobile operator.

Hence the One Brilliant Idea: Impossible. Possible. Happily, the work increased brand awareness and it became the most searched mobile brand. More importantly, daily sales went up by 150%. Which just shows, sometimes the impossible is possible.