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 September is by Mohammed Farouk, Manager ‑ CRM & Digital Channels, Motors Division, Galadari.
RTA: Real Lives, Real Journeys
What’s particularly insightful about this narrative is how it sheds light on the socio-economic dynamics at play. The metro connects vast sections of the city, bridging gaps between affluent neighborhoods and labour camps on the outskirts.
This connectivity fosters a greater sense of community, allowing people from various backgrounds to intersect, share experiences and engage with one another. It captures these interactions beautifully, illustrating how the metaphorical walls of division are gradually brought down by the simple act of commuting together.
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I think this campaign has been intricately designed to translate the idea of ‘likeable and lickable’ into a tangible experience for dogs. The innovative, interactive elements help to facilitate a direct engagement with the furry target audience of the campaign. Dogs are naturally curious, and by appealing to this trait, Tuesday has effectively created a bridge between the product and its intended audience.
The cinematography and production design here play a crucial role in bringing Mr. Magdy’s world to life. The muted colour palette during his moments of stress starkly contrasts with the vibrant hues that emerge when he discovers the benefits of the CIB Visa credit card.
This shift effectively mirrors his emotional journey and kept me engaged.
One of the most inspiring aspects highlighted throughout the film is the Sobha Academy. I loved how the Academy’s role was depicted in fostering academic excellence. The emphasis of this through the personal stories of young girls whose lives have drastically changed due to the opportunities provided was an extremely emotional, heartfelt touch. A vital component of a holistic approach to empowerment.
What stands out most in ‘Touching Hands’ is its dual purpose: while it aims to promote the Riyadh Season Card, it also seeks to establish a narrative that celebrates the spirit of boxing. The heart-pounding sequences, complemented by an undercurrent of personal stories, are a smart reflection of the struggle, discipline, and camaraderie inherent in the sport. The intense blend of action and emotion takes away any spectacle of superficiality and connects with audiences on a deeper level.
