Agency: Jack Morton Worldwide, New York Campaign name: Ooredoo Rebrand at Mobile World Congress Launch date: February 2013 Why we liked it: The best brands have concrete personalities that come to life. Ooredoo, formerly Qtel Group, took this philosophy and made it part of its brand transformation announced at the Mobile World Congress this year. Attendees saw the Qtel brand on day one of the conference, but that evening witnessed the unveiling of the new Ooredoo brand. The company then revealed a secret second space that featured performance artists and brand imagery. The day-to-night transformation was a sure way to grab attendees' attention.