| Title | Hadia Time |
| Agency | Ogilvy UAE |
| Campaign | Hadia Time |
| Advertiser | Lenovo |
| Brand | Lenovo Middle East |
| Date of First Broadcast/Publication | 2016 / 6 |
| Business Sector | Mobile Telephones & tablets |
| Story | People were invited to download our mobile app, Hadia Time, and keep their phone locked for as long as possible between 7pm and 10pm each night which is family time during Ramadan. For each minute they kept their phone locked, Lenovo donated a minute of data to a migrant worker in the Middle East, so that they could call their families back home. This tackled two contrasting problems at the same time. On the one hand, migrant workers who don’t get to speak to their families enough are given the means to contact loved ones back home. On the other, people who are so glued to their screens that they ignore the family right in front of them have a good reason to put their device down. But they were not asked to sacrifice any of their own data, which made it a win-win situation. Hadia Time created a platform of goodwill, and value exchange between all involved and communicated Lenovo’s core values. |
| Media Type | Television |
| Length | |
| More Information | https://play.google.com/store/apps/details?id=cz.adiktmobile.hadiatime&hl=en |
| Chief Creative Officer | Paul Shearer |
| Regional Creative Director | Will Rust |
| Creative Director | Logan Allanson |
| Executive Creative Director | Ramzi Moutran |
| Head of Art | Ben Griffiths |
| Art Director | Rafael Valencia |
| Art Director | Anas AlHakim |
| Copywriter | Prajakta More |
| Copywriter | Ahmed Elsherif |
| Copywriter | Jordache Fernandes |
| Digital Design | Muhammad Umair |
| Digital Design | Rhoderick Ballesteros |
| Managing Director | Nabil Moutran |
| Account Director | Fadia Al Dandachi |
| Account Executive | Mike Nawfal |
| Social Media Manager | Majd AbiAli |
| Social Media Manager | Mouna Ghadban |
| Agency Producer | Amanda Newall |
| Traffic Director | Nicola Sutherland |
| Creative Team | Nour Deeb |
| Creative Coordinator | Regine Manalo |
| Chief Technology Officer | Gabriel Zabusek |
| Developer | Marek Polacik |
| Backend Developer | Ales Valta |
| Testing | Matej Valenta |
| Brand Communications Director | Virginie de Beco |
| Head of Digital | Dounia Baha |
| Marketing Manager | Tariq Naseer |
| Editor | Souheil Zahreddine |
| Creative Team | Juliana Paracencio |
| Creative Team | Luiz Vicente Simões |