PRIVATE VIEW

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Saudi Telecom

Project: Dawri Plus Client: Saudi Telecom

Company (STC) Agency: J. Walter Thompson

Saudi Arabia Chief creative operations officer:

Chafic Haddad Executive creative director:

Rayyan Aoun Creative director: Miguel Dianda,

Tomas Lavagno Senior copywriter: Yazeed AlHarthi Business director: Fayez Jabri Senior account director:

Jad Haddad Account manager: Ziad Rayes Agency producer: Joe Abou Daher Production house: Dejavu

Director: Omar Hilal Ads that reflect cultural quirks often outpace ones that make do with universal truths. But only if they sidestep the tried and tired routes. Typically, achieving that needs a whole lot of blood, sweat, threats, caffeine and nicotine thrown into the equation. So, it’s uplifting to see this intent in most of the work listed here.

Saudi Telecom (1): The acting and direction make this a treat to watch. While it’s very much a Saudi take on the made-up syndrome theme, the humour could have been dialled up a notch. Overall, a good effort.

British Council (4): Simple analogue solution built on a familiar insight. Full points for not making a prototype app that requires limited edition hardware.

Zain Kuwait (2): If rousing love for the nation is the only aim, then this song does the job. Catchy tune with the added experience of 360-degree video.

Byblos Bank (5): An idea that tries hard to rehash an old insight. Except for a couple of scenes, it doesn’t live up to the potential of a Lebanese take on comical voiceover narration.

Aster (3): I’ve seen this before. Still, a refreshing move compared with past work on this brand.