Nicolaas Van der Merwe, Creative Director at BPG
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.
BEKO: BEKO INHERITANCE
“Knives Out” meets “Succession” — simply brilliant! Poised with suspense, character development, and chic set design; this ad draws the viewer in and sets us up for a bit of a laugh. But I believe the fact that they built the creative idea into the actual product sale — A company that believes their products are so amazing that they’ll help your next of kin inherit it. Such a simple gesture builds strong brand affinity.
HEINZ: HEINZ HOURZ
When an advert is both simple and clever enough for the consumer to close the loop themselves, it can be considered a success. Which is exactly what has been done here — we’re all familiar with that Heinz drip and know the agony of waiting for perfect amount. That is our collective “Ahaa moment”. The art direction is clean, simple, direct, and beautifully captured.
DHL: UNEXPECTED DELIVERY METHODS
DHL is synonymous with package delivery. It is nice to see them humanise their constant efforts to ensure we get our goods no matter where we reside. A simple way to represent a real-world insight. The art direction is simply beautiful! This is indicative of how was as creatives, we create fantasy worlds where our concepts live.
PANADOL: PAIN IS EVERYWHERE
Turns out you can find humour in pain and suffering. The social videos encapsulate that “Oh, woe is me” attitude we all have towards manageable pain, yet the print ads could be seen as slightly underwhelming as they don’t pack the same punch. Using the brand mark as a way finding tool was genius.
BILLBOARD ARABIA: SOUNDS OF THE LAND
Now this is what I call a brilliant concept! From the case film to the actual idea, Billboard has managed to speak to a niche audience and captivate those living in the region all while using beautifully crafted and consistent art direction. Translating the regions deep sense of pride for the land into soundbites for all to enjoy is something that has never been done before. Congrats on a well nurtured and crafted concept.
