| Brand | QATAR FOUNDATION |
| Product/Service | QATAR FOUNDATION |
| Entrant | TBWA\RAAD Doha, QATAR |
| Category | TV - Best Use of Art Direction |
| Entrant Company: | TBWA\RAAD Doha, QATAR |
| Advertising Agency: | TBWA\RAAD Doha, QATAR |
| Production Company: | LES PRODUCERS Levallois-Perret, FRANCE |
Credits |
| Executive Creative Director | Nirmal Diwadkar |
| Creative Director | Allan Manaysay |
| Copywriter | Allan Manaysay/Matthias Zentner |
| Agency Producer | Rouba Asmar |
| Advertiser's Supervisor | Mayan Zebeib |
| Account Manager | Youssef Chahine/Yasmin Ahmad |
| Account Supervisor | Anika Luthra/Tess Guetat |
| Director | Matthias Zentner |
| Producer | Francois Chilot |
| Art Director | Matthias Zentner/Allan Manaysay/Drew Stalker |
| Post Production | Velvet |
| Other Credits | Greg Reeves-Music Composer |
Brief Explanation
This TVC is part of an integrated branding campaign for Qatar Foundation. In the other executions of this campaign, we used key words and phrases across a range of media. In the TVC, we wanted to use some of those same words, but in unexpected ways. In each scene, there is a dialogue between the physical environment and the typography, with the typography as a metaphor for human thoughts or the process of discovery. The VO was intended to compliment the visuals rather than explain them. We wanted to engage viewers with a message that could be interpreted in different ways and provoke them into some kind of thought; because part of the QF’s mission is to push people towards new ways of thinking.