Watch the campaign conceptualised by Memac Ogilvy here.
Al Jazeera English launched what is billed as its first global brand campaign, and largest marketing push till date, in South Africa on 3 November with the slogan ‘Hear the Human Story’.
The campaign, which will run in 12 countries over the next six weeks, has been conceptualised by Memac Ogilvy. It encompasses a short film, TV ads, press, poster and digital legs, besides an interactive photographic exhibition in Kings Cross Station in London.
True to the theme, each piece of work in the campaign tells a human story. An architect in Spain who lost everything, and has rebuilt his life as a ‘Hidden City Tourist’, is among those whose stories have been captured (above).
“We believe everyone has a story worth hearing. There are seven billion people to listen to on the planet right now. Al Jazeera exists to cover the people often ignored; people whose voices must be heard – but who are often neglected by mainstream media,” said Al Anstey, managing director, Al Jazeera English, in a statement announcing the campaign’s launch.
“The campaign underpins the network’s belief that humanity is the only thing that truly connects everyone in the world. Al Jazeera English believes that dreams, fears, joy, and frustration are the things we all have in common. It’s these qualities that give stories relevance and meaning irrespective of who we are and where we’re from,” explained Ramzi E Moutran, executive creative director, Memac Ogilvy & Mather UAE.
View some of the other 30-second promos here:
Philippines
India
Rwanda
The interactive exhibition (below) features a microphone next to each of the exhibits with people whose stories form the campaign. Upon holding the microphone up to the exhibit, a sound track starts playing, telling the story of the each protagonist in his or her own words.
Credits
Client/Brand: Al Jazeera English
Managing Director Al Jazeera English: Al Anstey
Executive Director, Marketing and Distribution, Al Jazeera Media Network: Abdulla Al Najjar
Director of Marketing and Communications, Al Jazeera Media Network: Satnam Matharu
Manager of Marketing: Kayoko Nidsaid
Head of Marketing, UK/Europe, Al Jazeera Media Network: Adrienne Tollemache
Head of Marketing, Asia/Pacific, Al Jazeera Media Network: Nibras Kardaman
Agency: Memac Ogilvy Dubai
Business Director: Tarek Shawki
Operations Director: Sean Hart
Senior Account Manager: Sandra Henein
Account Executive: Nora Nasr
Account Executive: John Dayal
Executive Creative Director: Ramzi Moutran
Associate Creative Director: Dylan Kidson
Group Head Senior Art Director: Gary Rolf
Junior Art Director: Maram Ashour
Junior Copywriter: Waleed Bachnak
Senior Graphic Designer: Jesse Bray
Graphic Designer: Irfan Ghani
Head Of Production: Amin Soltani
Junior Producer: Tamara D’Costa
Studio Manager: John Ridgeway
Assistant Studio Manager: Tarek Bawab
Finaliser: Sameer Shirke
Traffic manager: Dominic Tundatil
Business Director PR: Chuma Goodwin
Photographer: Michael Christopher Brown
Brand Film Team
Production House: Dejavu
Director: Orlando von Einsiedel
Producer: Manasvi Gosalia
DOP/Camera Operator: Franklin Dow
Assistant Camera: Will Hadley
Picture Editor: Miikka Leskinen
Composer: Patrick Jonsson
Promo Team
Production House: Blue Cactus Films
Executive Producer: Hermann Meingast
Producer: Pete Connor / Georges Atallah
DOP: Asif Limbada
Camera Assistant / Sound: Philipp Chudalla
Editor: Pablo G Plant
Sound Studio: MANGOJAM
Post Production: Optix Digital
