Al Jazeera makes a positioning statement with ‘human’ stories,
Al Jazeera English launched what is billed as its first global brand campaign, and largest marketing push till date, in South Africa on 3 November with the slogan ‘Hear the Human Story’. The campaign, which will run in 12 countries over the next six weeks, has been conceptualised by Memac Ogilvy. It encompasses a short film, TV ads, press, poster and digital legs, besides an interactive photographic exhibition in Kings Cross Station in London. True to the theme, each piece of work in the campaign tells a human story. An architect in Spain who lost everything, and has rebuilt his life as a ‘Hidden City Tourist’, is among those whose stories have been captured.