TILL HOHMANN
Chief creative officer, Memac Ogilvy MENA
MAX FASHION (1)
The ‘cultural discovery’ of this concept is not all new, of course. Anyone living in this region for a bit knows, and yet it is very worthy to address. My favourite part: the name-change solution proposed here is actually a big challenge of conventions – but it comes across with ease and in good positive spirit.
Here’s my challenge: It feels like a one-off video for the day rather than an actual programme driving change. So: nice discovery and nice film, but I would be a bit more impressed if this became a much bigger, visible, and longer lasting Max Fashion platform or brand-initiative.
MUSEUM OF THE FUTURE (2)
Again, a nice piece of work. The team there seems to hit a lot of the right buttons. This stunt is impressive, befitting the amazing museum it promotes, and as such a connection well made. I’m sure the people on the ground will not forget the experience any time soon. Bravo.
The glitch: The stunt is much better than the video. Is this video a case study attempt or audience-facing social? A bit too long, overindulgent on the flying (as much as I love it), idea not clear, messaging too late.
UAE GOVERNMENT MEDIA OFFICE (3)
This concept is very charming and the documentary around it is well crafted, beautifully filmed. Indeed, amazing proof how a place is more than meets the eye. In this case so well connected to the entirety of the UAE. Lovely work. I’m left wondering: Is this a one off, will there be more, is this a start of a rather nice emotionally branded documentary series? It could be a big platform.
ANNAHAR (4)
I love it and I hate it. The topic is relevant but depressing. Yes, a publishing group donating paper to print the ballots is a wonderful statement. It makes for a wonderful case. It is so purposeful. But I feel I have seen many similar cases about how things are so bad in Lebanon. I have seen so many nice campaigns and well-crafted cases – like this. And yet I feel it is only getting worse. Which begs the question: Is any of this work really making any difference? Can it? Again: I love this case, like many others in the past, but I would hate to learn that they don’t really matter.
JEEP (5)
I wonder, why are we still making these films. I know, we need localised footage for social and in-store media. Indeed, this video is best enjoyed with the sound off. Because the narrative is just marketing messaging made to sound nice. If you like a deep male voice say things like “There is a Jeep SUV that…”, leave the sound on. But I will say the team did a good job on the imagery and the craft.