2013 Winners & Shortlists

Brief Explanation

Fortune Promoseven had been around for a very long time. And while the agency already had a rich history, the brand itself had become a little stale. Our task was to reenergize the brand and position it in a manner that both reflected international trends as well as being true and respectful to the emerging regional dynamism.

The Brief

Founded in 1968, Fortune Promoseven is one of the largest advertising networks in the MENA region. In conjunction with the renaming of the agency to FP7, we were tasked to create a brandbook that encapsulated the new FP7 brand’s principles and spirit within the paradigm of the “new Middle East”.

How the final design was conceived

Our brandbook was conceptualized around FP7’s new “Truth & Dare” positioning. This was reflected both in the tone of the communications as well as the design, which juxtaposes traditional local design elements with bold modern touches and colour.

Indication of how successful the outcome was in the market

The brandbook was positively received, creating a new, relatable voice for the agency and serving as a bold starting point for the future.