Campaign Middle East
Project: #Zero100Zero Client: Chevrolet Arabia Agency: Commonwealth Creative director: Andrej Arsenijevic Associate creative directors: Tamer Elsawy, Darren McCall Account manager: Conan Gregory EVP, deputy global chief creative officer: Matt Canzano Global director of content: Jeff Beverly Agency producers: Dolly Saidy, Karol Akl Production company: Joy Films ME Executive producer: Dania Quaglio Director: Nigel Simpkess DOP: Andrew Boulter Post-production: Windmill Lane/ Method Studios CA 2
Project: Housing loan Client: Banque Libano-Française Agency: M&C Saatchi Beirut Production house: Né à Beyrouth Films TV producers: Elie Zreik, Nathalie Daou Executive producer: Pierre Sarraf Director: Chadi Younes Co-production: Olive Tree Productions DOP: Yves Sehnaoui Art director: Zeina Nawar 3
Jordan Tourism Board
Project: Yes, It’s Jordan Client: Jordan Tourism Board Agency: entourage marketing and events Creative director: Socrates Raymond Director of strategy: Abhiroop Sen Art director: Firas Hammoudeh Senior graphic designer: Samantha Hettiarachchi Photographer: Eyad Shamiyeh Copywriter: Mohammed Al Hamood 4
Electricité de Zahle
Project: Hijra Client: Electricité de Zahle (EDZ) Agency: M&C Saatchi BEIRUT Creative director: Danielle Metni Chebli Senior writer: Maya Macaron Senior art director: Maya Toutounji Account director: Marie-Claude Hajjar Director: André Chammas Production house: Clandestino Films 5
Project: Talent for hire Client: KP Friends Agency: Saatchi & Saatchi, Dubai Executive creative director: Richard Copping Creative director/copywriter: Andy Daniluc Creative director/art director: Ion Cojocaru Photography: Litematter Retouching: Ahmed Kunamed Litematter Digital art director: Adrian Voros Web development: Biju Varughese, Ziad Jarbou, Muaath Ali Electricité de Zahle (4): A humorous take on the big problem of electricity supply in Lebanon, while making it relevant to today’s generation. Love the part where he promises to take his mother to the ‘better part’ of the world. Would love to see the other ads in the series.
Chevrolet Arabia (1): With our friends in Scandinavia having set the bar so high when it comes to showing car capabilities, it’s always a tough task to do something better. That’s why I feel that though honest in its intention, this one still falls short of wow. Evokes a certain, ‘Okay, good job’ kinda reaction, and stops at that.
Banque Libano-Française (2): The insight that ‘owning a home decides the true worth of a prospective groom’ is funny. And pitching a home loan with this insight is believable and sounds right too. But not too sure about the performances, found it a bit over-the-top in a few places. I feel it could have been executed better by keeping it more subtle.
Jordan Tourism Board (3): At first, the campaign idea doesn’t jump at you, and we’ve seen this approach before. However, if the brief was to highlight that there’s more to Jordan than what I know, this campaign does the job. It tells me about the other things I can do, ranging from adventure sports to scenic getaways to hiking. From an aesthetics point of view, the layout is clean and easy on the eyes, with a neat logo unit. I would love to see a video component where the imagery really comes to life.
K9 Friends (5): This is what I call a truly integrated idea. When you have a strong insight like ‘People view sheltered dogs as damaged goods’, the case study almost writes itself. Love the way they gave these dogs a makeover as models for hire with a dedicated website similar to that of a model agency, and built an entire campaign around it, while linking it to social media. The best part was to see the results (love those pictures in the magazine). Kudos to the team. Great example of planning and creative prowess complementing each other.