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 Seyoan Vela, Chief Creative Officer, Livingroom Dubai:
It’s getting much harder to do Private View. For a start, it feels like no-one sends work in to Campaign anymore, unless they think it’s an award winner. So there are fewer shades of grey to debate. And let’s be honest, getting anything made is an achievement in itself , worthy of some sort of participation trophy.
Everyone involved with this work should be proud of their contribution, irrespective of my unsolicited and uninformed opinions.
Starting with WABA. It says the target audience was mothers across the Gulf region. I’m not a mother and I loved it. There was real craft in the filmmaking : The composition of the shots; the editing; the styling; the production design and the music all working in harmony . It is lovely take on tradition. Too often traditional in the region feels cliched and as a result unauthentic. The edge in this film is what makes it feel genuine.
Birkenstock – A Journey Through Tradition
I have painful memories of owning Birkenstocks and I tried to not let this cloud my judgement. Spoiler alert: it may have. To be fair, the music gives the films a nice mellow feeling – a Balearic sunset vibe. However, this is the unforgiving world of fashion. And I am finding it hard to forgive some of the models and the lighting.
Al-Futtaim IKEA – Small Talk, Big Gestures
I’m not the target market, so I will happily hold my hands up and say my opinion may not be the popular one. John Hegarty always used to say, ‘It’s 80 per cent idea and 80 per cent execution’. The idea is there but I found the acting a bit wooden. For me the execution let it down. For others it may be their perfect cup of tea.
An amazing initiative, that I am glad to see is real. It’s there on the Careem website and it is genuinely raising money for a great cause. It’s direct action and not just a company associating themselves with a purpose. I will be truly impressed if it’s not been entered for awards rather than seeking them. (After all, the entry money could have gone to the cause.)
UNHCR – Generous Hearts Find A Way
The film leaves me totally conflicted. Wonderful people working for a wonderful cause. I so want to love it. However, it felt expected. That sounds so heartless in this world of charity fatigue. But good charity ads like this one bring awareness and agreement. Great ones provoke action.
By Seyoan Vela, Chief Creative Officer, Livingroom Dubai.
