STCS – Abo Rass

The Insight
Innovation doesn’t happen by chance.
It’s built into culture.
And for STCS, staying #1 means constantly challenging the expected.

The Challenge
How do you ignite continuous innovation internally in a way that breaks routine, sparks curiosity, and truly engages employees?

The Idea
Introducing Abo Rass (The Big Head)—
a bold, unconventional character designed to embody curiosity, big thinking, and fearless ideas.

A fully integrated 360° internal campaign that opened a new space for creativity where communication became interactive, playful, and impossible to ignore.

The Expression
Abo Rass showed up everywhere asking questions, provoking thoughts, and encouraging employees to think bigger, bolder, and differently.

Because sometimes…
It takes a big head to think big.

Hi, my name is Ahmed. I help brands and sometimes I create my own.

STCS – Abo Rass
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