| Brand | QATAR FOUNDATION |
| Product/Service | QATAR FOUNDATION |
| Entrant | TBWA\RAAD Doha, QATAR |
| Category | TV - Best Use of Music & Sound Design |
| 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. And the original music helped set the mood and tone throughout. In addition the soundtrack helped tie all the various vignettes together. 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.