Campaign Middle East features a monthly Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns.
This month’s review is by Lewis Davey, Founder and ECD at Idea Farm.
I’ve not had a Hardee’s since relocating, but I’m going to tuck in soon as a nod of appreciation for this one. It had all the ingredients. Bringing back menu icons, listening to social media demand, and cheekily leaning into the seriousness of a support group. Tasty work.
Just like du’s recent work, Mobily has gone after ‘closeness’ and ‘human connection’. It’s a sign of the times that technology brands are taking more responsibility in championing the importance of human connection in their marketing.
I like their decision to swerve nostalgia and milestones – which would have been the easy option to mark 20 years of service.
du – Bridging The Spaces Between Us
Technology gets a bad rep for reducing human connection and even driving us apart, so this is a timely reminder from du of the positive impact technology has in life’s important moments. In the UK we like to float things down the Thames; in Dubai, brands light up the Burj Khalifa – which is wholly more impressive in my book.
FAB Misr and e& – Whenever Al-Ahly Wins, You Win With Them
At the time of writing, Al Ahly are two points off the league leaders, but this one’s a table topper from FAB Misr. Nothing ignites passion like football and I love the tactic of linking product offers to what happens on the pitch – making fans feel closer to the action and directly benefitting from the result.
Royal Jordanian – 62 Years In, Here’s To What’s Next.
Brand anniversary briefs are always a tricky one – a big moment for the brand doesn’t mean the same for the consumer. So kudos to Royal Jordanian for keeping this one simple, with some lovely copywriting. It doesn’t feel too self serving, which is always the danger. Great work.
By Lewis Davey, Founder and ECD at Idea Farm.
