Brand | MERGE 104.8 |
Product/Service | MERGE 104.8 |
Entrant | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Category | Posters |
Entrant Company: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Design/Advertising Agency: | MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES |
Brief Explanation
We wanted our audience to feel that pop culture is something that belongs to them, and not perceive it as something foreign. After all, international music is part of their everyday life.
The Brief
Merge 104.8 is an English-language radio station targeting the Arab youth. It celebrates the mix of Arab and western cultures. Our brief was to communicate that in a graphic way.
How the final design was conceived
Each poster illustrates a western pop music icon styled in local Omani dress to reflect the unique cultural mix embodied by Merge 104.8.
Indication of how successful the outcome was in the market
By the time we entered the posters into the competition, they had not yet reached the market. Nevertheless, initial client feedback indicates a future 360 campaign based on this idea.
Credits
Steve Hough |
Memac Ogilvy & Mather |
Executive Creative Director |
Ramzi Moutran |
Memac Ogilvy & Mather |
Creative Director |
Leonardo Borges |
Memac Ogilvy & Mather |
Art Director |
James Bisset |
Memac Ogilvy & Mather |
Copywriter |
Rania Khoury |
Memac Ogilvy & Mather |
Account Director |
Mariam Abdillahi |
Memac Ogilvy & Mather |
Account Manager |