Phe­nom­e­nal ideas for so­cial good

Beirut-based Phe­nom­ena is an agency that de­vots much of its cre­ative en­er­gies to­ward cre­at­ing cause-re­lated ad­ver­tis­ing and rais­ing aware­ness for a plethora of im­por­tant is­sues. Sami Saab, Phe­nom­ena’s Founder and Cre­ative Di­rec­tor, ex­plains why his team i

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Could you com­ment on the dif­fer­ence be­tween work­ing for a brand and an NGO or govern­ment cam­paign?

When work­ing for any brand or on a gov­ern­men­tal cam­paign, our role of a ‘prob­lem solver’ re­mains the same. How­ever, the ap­proach for a govern­ment ad or any strong and solid so­cial cause is more sen­si­tive and im­pact­ful, be­cause it is aimed at hit­ting a larger au­di­ence. More­over, when govern­ment hires an agency, they con­sider the lat­ter as the ex­pert. On the other hand, when we work for a brand, there are dif­fer­ent lev­els of mar­ket­ing heads who try and come in be­tween an agency’s cre­ative work.

You’ve been work­ing much for char­i­ta­ble, gov­ern­men­tal and non-gov­ern­men­tal or­ga­ni­za­tions.. What ben­e­fits you get in in­volv­ing your agency in such projects ?

Be­yond the pub­lic good, a pri­mary mo­ti­va­tion is the ubiq­ui­tous na­tional plat­form to show off our work, as­so­ci­ated with some­thing that’s im­por­tant. In a cre­ative per­spec­tive, work­ing for NGOS and the govern­ment, is very re­ward­ing and chal­leng­ing at the same time. This cre­ative ex­er­cise, that is with­out re­stric­tions, ben­e­fits the en­tire team cre­atively, along with the self-sat­is­fac­tion and mo­ti­va­tion of tak­ing part in change and mak­ing a dif­fer­ence in the so­ci­ety. The big­gest achieve­ment is the pos­i­tive change these cam­paigns bring.

Is it your aim to gen­er­ate more than just so­cial aware­ness or is it the or­ga­ni­za­tion job to fo­cus its ef­forts to drive real change?

Our con­cept de­pends on the brief pre­sented, or as men­tioned above with gov­ern­men­tal cam­paigns, the cur­rent sit­u­a­tion in the coun­try.

The core comes from the trust of the client and the power of their cause and our aim is to push this cause into cre­at­ing change and trig­ger a sense of re­spon­si­bil­ity or cre­ate an in­ter­ac­tion with the pub­lic.

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