Brand | QATAR FOUNDATION |
Product/Service | QATAR FOUNDATION |
Entrant | TBWA\RAAD Doha, QATAR |
Category | TV - Best Use of Cinematography |
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/Cordovan-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.