The Economist has launched a new campaign called ‘Conversations’, which is part of its drive to encourage intellectually curious audiences in the Middle East and Africa to “Join the global conversation”. The campaign invites readers to take part in global conversations by illustrating two thought-provoking, often controversial, sides of an argument and urging people to vote on, join in, or share their thoughts on the conversation online via Facebook (http://www.facebook.com/theeconomistmea). With a slight shift away from The Economist’s typical text-only approach with its red and white colours, the new campaign adds a new visual element to illustrate each argument.
Project Conversations
Client The Economist
Creative agency Memac Ogivly Dubai
Copywriters Dylan Kidson, Steve Hough and Sascha Kuntze
Art directors Mel Harvey and James Purdie
Designer Leonardo Borges
Creative director Ramzi Moutran
Executive creative director Steve Hough
Senior account manager Adriano Konialidis
Exposure Print, outdoor and online
