Brand | AL JAZEERA NEWS NETWORK |
Product/Service | AL JAZEERA ENGLISH |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Use of Digital Media in a Direct Marketing Campaign |
Entrant Company
|
MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
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
|
GEOMETRY GLOBAL Dubai, UNITED ARAB EMIRATES
|
The Brief
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 chose six people from Rwanda, India, Jordan, Spain and the Philippines to share their incredible stories in our global campaign.
Creative Execution
Al Jazeera is a global news network that believes that people around the world have important stories to tell, regardless of their location, culture or economic status.
They believe humanity is what unites us all, so they place it at the heart of every story. This unique philosophy is something we wanted the world to know. So we developed a campaign inviting people to Hear The Human Story.
Describe the creative solution to the brief/objective.
At the heart of the campaign was an eight-minute online documentary that told the real story of Champa Pal, a woman in India left destitute when her husband was murdered and her land stolen, until she joined the all-woman Gulabi Gang. Then we travelled the world to capture real human stories, and gave six people a platform to share their incredible stories in our online films. Each film was dedicated to one person and their journey with a deliberate emphasis on stunning visuals and a candid narrative to inform people in a fresh, entertaining way.
Results
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 Driector |
Sean Hart |
Memac Ogilvy |
Operations Director |
Sandra Henein |
Memac Ogilvy |
Senior Accounts Manager |
Nora Nasr/John Dayal |
Memac Ogilvy |
Account Executive |
Dylan Kidson/James Bisset |
Memac Ogilvy |
Associate Creative Director |
Gary Rolf |
Memac Ogilvy |
Group Head Art Director |
Maram Ashour/Waleed Bachnak/Irfan Ghani |
Memac Ogilvy |
Creative Team |
Tarek Bawab |
Memac Ogilvy |
Head Of Studio |
Evan Kearney |
Memac Ogilvy |
Strategic Planning Director |
Amin Soltani/Tamara D'costa |
Memac Ogilvy |
Agency Producer |
Pablo.g.plant/Miika Leskinen |
|
Editors |
Orlando Von Einsiedel |
|
Director |
Manasavi Gosalia/Hermann Meingast |
|
Executive Producers |
Michael Christopher Brown |
|
Photographer |
Keram Mazouzi/George Farra |
Mindshare |
Director Client Leadership |
Abdulla Al Najjar |
Al Jazeera |
Exec Director Marketing |
Satnam Matharu |
Al Jazeera |
Director Marketing Comms |
Kayoko Nidsaid |
Al Jazeera |
Manager Of Marketing |
Adrienne Tollemache/Nibras Kardaman |
Al Jazeera |
Head Of Marketing |