FeaturedThe Work

Al Jazeera makes a positioning statement with ‘human’ stories

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:






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.

Al Jazeera Human Story King's Cross Interactive Exhibition



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