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 Peter Jacob, Managing Director, Current Global MENAT.
Saadiyat Cultural District: Be Moved in a Thousand Ways
Continuing Abu Dhabi’s familiar path of harnessing the pulling power of big-name celebrities to add attention around a yet to be completed project.
The additional layer of projecting brain patterns is cute and wonder if that will be unpacked further down the line. I hope so. Would love to know the budget…
As a dad of three it’s great to see a non-traditional way of shedding light on the (oft-neglected) role of fathers and what fatherhood means today.
It’s a simple, modern and on-brand insight that taps into nostalgia and something that every dad, son and daughter can resonate with.
It even made me look at some old family photo albums on a recent trip back to mum’s house.
A duty-free purchase for most of us, which still makes me think I’ll break my teeth on every first bite, a solid re-invention of packaging ideas that nicely adds a local layer of storytelling.
Question is, has anyone seen and brought one or more to the point put one on their wall?
Shades of another attempt at Dove’s Real Women but for me (and admittedly I’m not the target audience) puts the product a little too front and centre which could make it feel overly promotional for what it says it’s trying to do by going beyond the surface of beauty.
“I’m lovin’ it”…We often talk about how music culture across the region and specifically in KSA is thriving and this is a simple example of how letting go of a bit of brand control, thinking beyond product/price/promotion, working in true partnership with a relevant influencer and adding some real value to consumer’s lives by connecting with them on their terms, can go a long way.
