fbpx
Campaign Middle East
العربية
CreativeFeaturedMarketingOpinion
Anup Oommen
posted on

Why to ‘braid’ local and global: ‘Of course I love braids, I’m African’

Anup Oommen
posted on

"If your campaign can only speak to one side, it’s not a braid, it’s a break. The best ideas don’t choose sides. They build bridges: Between identities, between audiences," says Horizon FCB's Lyle Martin.

Braid local and global

In the UAE, you’re not speaking to a person. You’re speaking to a population of contrasts. Great creative work doesn’t choose between local or global; it braids them. Here’s what South Africa taught me about making ideas hold in the Middle East.

Back home, they’re more than a hairstyle. They’re a statement. A story. A way of threading heritage into identity.

And creatively, I think the metaphor holds. Because the best work doesn’t stick to a single strand. It weaves. Connects. Braids tension into meaning. Contrast into truth.

And here in the UAE, that tension is everywhere. Do we go hyper-local? Or do we go universal? Is it better to build for the Emirati mother in Sharjah,


To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
Tags:AfrikaansaudiencesbelongingbraidbriefingconnectionEmiratisemotionexplanationGen ZGlobalhairstyleheritageHorizon FCBhyper-localidentitiesIdentitylocallocalisationLyle MartinmeaningRamadanSouth AfricaStorystorytellingtruthZulu
the authorAnup Oommen
Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.
All posts byAnup Oommen

You Might Also Like