Brand | AL JAZEERA NEWS NETWORK |
Product/Service | AL JAZEERA ENGLISH |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Non-Fiction: series or film |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Contributing Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Media Agency
|
MINDSHARE MENA Dubai, UNITED ARAB EMIRATES
|
Production Company
|
DEJA VU Dubai, UNITED ARAB EMIRATES
|
Production Company 2
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GRAIN MEDIA London, UNITED KINGDOM
|
Production Company 3
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BLUE CACTUS FILMS Dubai, UNITED ARAB EMIRATES
|
The Campaign
Our task was to develop a global campaign for Al Jazeera so it ran across the world in markets where there weren’t any major regulations or restrictions that hindered it being shared.
Results
News networks in recent years have resorted to sensationalism, opinionated news anchors and selling the news as entertainment to keep ratings up. So more and more people are looking for alternative news sources, covering news that really matters.
Al Jazeera is a news network that prides itself on doing just that. So we created a global campaign called Hear The Human Story.
We travelled the world to capture real human stories, and gave six people from Rwanda, India, Spain, Jordan and the Philippines a platform to share their incredible stories in our online films. Deliberately filmed in an elegant cinematic style, each film encapsulated not only the story but the beautiful backdrop of each country.
Packaging human stories as branded content allowed us to create a bigger impact in countries around the world, by enabling us to share incredible human stories that other news networks often ignore. By creating beautiful online films, we were able to reach far more people in a much more entertaining way than your average news story.
These human stories resonated with people across the world. With 237 million global media impressions, an 8% rise in channel viewership and 16% rise in online engagement, the campaign did more than just position a brand, it injected humanity back into the news and gave a voice to those that other networks often choose to ignore.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Tarek Shawki |
Memac Ogilvy |
Business Director |
Dylan Kidson/James Bisset |
Memac Ogilvy |
Associate Creative Directors |
Gary Rolf |
Memac Ogilvy |
Group Head Art Director |
Maram Ashour |
Memac Ogilvy |
Junior Art Director |
Waleed Bachnak |
Memac Ogilvy |
Junior Copywriter |
Irfan Ghani |
Memac Ogilvy |
Graphic Designer |
Sandra Henein |
Memac Ogilvy |
Senior Accounts Manager |
Nora Nasr/John Dayal |
Memac Ogilvy |
Account Executive |
Sean Hart |
Memac Ogilvy |
Operations Director |
Tarek Bawab |
Memac Ogilvy |
Studio |
Tarek Bawab |
Memac Ogilvy |
Studio |
Evan Kearney |
Memac Ogilvy |
Strategic Planning Director |
Evan Kearney |
Memac Ogilvy |
Strategic Planning Director |
Amin Soltani/Tamara D'costa/Hermann Meingast |
Memac Ogilvy |
Producers |
Amin Soltani/Tamara D'costa/Hermann Meingast |
Memac Ogilvy |
Producers |
Manasavi Gosalia |
Deja Vu |
Executive Producer |
Manasavi Gosalia |
Deja Vu |
Executive Producer |
Manasavi Gosalia |
Deja Vu |
Executive Producer |
Majid Kalkatechi |
|
Digital Designer |
Links
Additional URL