Ali Zein, Executive Creative Director at Saatchi & Saatchi, Publicis Groupe Middle East
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
I appreciate the effort to break through the noise and innovate within the category. However, the creative concept isn’t entirely groundbreaking, as the use of home appliances to symbolize durability has been seen before. Nevertheless, it’s worth noting that the production values and script writing are exceptionally well done.
HEINZ: HEINZ HOURZ
I think we’ve got a clever campaign on our hands here. “Waiting patiently for Heinz to start your meal” is a powerful insight, and exaggerating the waiting time adds a humorous and witty twist. When an insight resonates with us, like this one does, it tends to make us smile and nod in agreement with the message.
DHL: UNEXPECTED DELIVERY METHODS
Absolutely, it’s logical to consider alternative delivery methods when a significant portion of the global population lives in remote areas. I admire the reasoning behind this new approach and the creative direction it’s taking. Exploring even more challenging destinations would be an exciting next step.
PANADOL: PAIN IS EVERYWHERE
Once more, it’s the power of insightful moments that prevails. They’ve pinpointed those real, painful instances – those uncalculated steps and movements that almost inevitably lead to an inappropriate curse word. It’s a smart approach, and the execution mirrors the same poignant insightfulness. This is good creative work; they’ve effectively conveyed the need for Panadol in a single frame, a feat that’s usually quite challenging.
BILLBOARD ARABIA: SOUNDS OF THE LAND
Although I have seen this concept before, but this one project stands out for its unparalleled depth and scale. By translating the iconic landscapes of the Arab world into mesmerizing musical sounds, it evokes a profound sensation, giving goosebumps to those who experience it, at least for me. This initiative is offering a brief but powerful glimpse into the rich cultural heritage of the region.
