2012 Winners & Shortlists

Brief Explanation

To make some noise in a cluttered category, we created Tough Talk. The toughest daily planner around, complete with tough quotes for any random day or event.

The Brief

Launch FX in the Middle East – the new male-orientated channel from Fox International Channels. Strategy To rival other male-skewed channels, we positioned FX as the toughest channel to ever hit the Middle East. Idea ‘TV Just Got Tougher’ – was the title of the integrated campaign. Expressed through various executions, people got a taste of what being tough was all about, and that there was only one place to go. So tune in now, or else…

How the final design was conceived

Seeing that 'tough' was the name of the game for the campaign, it was important that every piece of communication reflected the brand's expression. From the hard cover, to the embossed fist on the front cove, to the bookmark with a lot of attitude, it had to be thick and loud and something that people would like to keep.

Indication of how successful the outcome was in the market

Just one component of the world's toughest campaign, it promotes the Facebook fan page which has been live for just 5 months. In that time, the fan page has over 2000 fans and almost 25,000 likes.