PRIVATE VIEW
1
Fanta
Project: 100 things to do before you’re 18 Client: Fanta/The Coca-Cola Company Agency: FP7/CAI Executive creative director: Ahmed Hafez Younis Creative director: Marwan Younis Senior copywriter: Abdul Rahman Abozeid Art director: Islam Zayed Production house: Stefi Productions/Good People Director: Ali Ali Head of production: Heba Radwan DOP: Pierre Mouarkech Editor: Amr Rabee Colouring: Karim Mira Sound design: Hosny Ali Grading and post-production: Lizard 2
Masafi
Project: Ask for Natural, Ask for Masafi Client: Masafi Agency: Leo Burnett Dubai Creative team: Andre Nassar, John Smeddle, Bruno Bomediano, Haytham Lamah Communication team: Tamara Habib, Pooja Dhiman Planning: Maysoun Hanna, Omar Tom Production team: Shereen Mostafa, Nadya Tereshina Director: Siraj Jhaveri 3
Bonjus Dairy
Project: ‘Helwe el Saraha’ Client: Bonjus Dairy Agency: Impact BBDO Beirut Creative director: Hovsep Guerboyan Art directors: Michelle el Khoury, Yanakis Saliba Copywriter: Mayssam Arabi Director: Andre Chammas DOP: Pierre Mouarkech Production house: Golden Pictures Editor: Youssef Germanos Music and sound: Karim Khneisser 4
Kiri Arabia
Project: My Number One Fan Client: Kiri Arabia Agency: Leo Burnett Dubai Creative team: Andre Nassar, Michael Habre, Talal Akl, Fanny Abou Rached, Mahmoud Muhajed, Rami Afifi, Tariq Ayass Communication team: Tamara Habib, Nadine Inja, Nour Soudani, Joanna Samaha Production team: Shereen Mostafa, Zeina Daoud, Dan Newton Director: Mohammad Moftah 5
Aster
Project: The Nazar Initiative Client: Aster Agency: The Classic Partnership Executive creative director: Alok Gadkar Creative director: Satyen Adhikari Associate creative director: Nilesh Naik Copywriters: Satyen Adhikari, Nilesh Naik Art Directors: Satyen Adhikari, Vishal Vinekar Illustrator: Vishal Vinekar Head of production: Vitthal Deshmukh Production manager: Shankar Chidambaram Production house: RGB Producer: Ashwin Menon DOP: Prasad Paniker Since the first creative I watched encouraged people to be honest, let me make that the theme of my View. You can hate me for it, and I am quite fine with that.
On the Bonjus Dairy (3) film, I like the insight, although I’m not sure if it is really fresh. However, the creative team missed a trick here – there was an opportunity to be quirky and imaginative; to find situations in life where the honest truth would have really rocked. The current situations left me a bit cold, and that’s the honest truth.
I see everyone thanking their mothers profusely these days, and I think they deserve even more. Here also, the creative angle Kiri Arabia (4) has attempted is fresh, but for no fault of theirs it fails to own the space because there are so many such films out there. Maybe, just maybe, we should look at thanking the fathers. Why not? I also do so much for my kids, don’t I?
While every initiative taken to make life better for the people who make this country what it is should be applauded, I just hope that creative teams across agencies are not being selfish with the underprivileged people and their predicament. But I guess, beyond creativity, attempts at awards and less important things like that, the intention of Aster (5) is good enough for me.
Lots of youngsters drinking lots of Fanta (1) and doing lots of cool stuff captured through lots of interesting camera angles. Did I miss anything here? Yep, a drop of an idea wouldn’t have hurt really.
At the end of it all is Masafi (2). I really like the way this brand is attempting to create a unique positioning for itself and is doing a consistent job of it. Especially in a category that is overcrowded with brands looking for a reason for their very own existence. Nothing more to add here, honestly.