Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This review of our ‘Works’ from July is by Katie Smith, Creative Director at Ounass.ae
Saadiyat Cultural District: Be Moved in a Thousand Ways
The intersection of where creativity and innovation meet has always been a personal sweet spot for me.
This campaign feels truly rooted in that, utilising “neural data technology” to create mesmerising visuals, used as a backdrop to the diverse, dynamic and let’s say some budget-blowing big names featured within the campaign.
If the manifesto of this project was to ‘ignite curiosity” then I say job well done.
The brand’s tagline is “Delighting you always”, and wow did they deliver on their brand’s promise.
A refreshingly simple but clever art direction where a picture literally speaks a thousand words. The simplicity is what makes it so effective, it is emotive, joyful and instantly relatable.
With the message being so simple, this can easily hit the heart of a global audience whilst still feeling very personal.
I think it’s important for brands in the region to actively acknowledge and collaborate with the ever-growing, homegrown creative community here and so I admire Toblerone for doing that.
I would’ve loved to see the execution dig a little deeper – tell us the story behind the art and the artist be credited.
It would have been nice to have included this, perhaps even considering a QR code on the packaging or poster which is linked to a video featuring the artists – then this would have felt like a heart-felt regional moment.
For me, it’s always a win when a brand manages to utilise a personality-driven approach in a way that feels authentic.
Here, showing an open, honest and even vulnerable side of these inspiring women feels believable and as an audience member connects you to something bigger.
The sound edit on this is also perfect; the pace, the SFX, and the excellent choice of music all add to the emotive and empowering feel of the campaign.
Is it an ad for a fast-food chain or a very of-the-moment music video for a rap icon?
If I didn’t know better, I probably would’ve said the latter due to the slick visuals of this piece – shout out to the DOP.
Although I am somewhat out of the Gen-Z target market for this campaign, I can completely appreciate how this would manage to capture the spirit and zeitgeist of that audience. Catchy & eye-catching all in one go.
