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
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.