2015 Winners & Shortlists

THIS IS YOUR CAPTAIN SPEAKING

BrandEMIRATES
Product/ServiceNATIONAL PILOTS RECRUITMENT
EntrantTBWA\RAAD Dubai, UNITED ARAB EMIRATES
CategoryTravel, Transport & Tourism, Entertainment & Leisure
Entrant Company TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Advertising Agency TBWA\RAAD Dubai, UNITED ARAB EMIRATES
Media Agency HAVAS MEDIA MIDDLE EAST Dubai, UNITED ARAB EMIRATES
Production Company SERENA MIDDLE EAST Dubai, UNITED ARAB EMIRATES

Brief Explanation

The Emirates Recruitment team attracts people from 140 nationalities. But for pilots, they have a problem attracting one particular nationality - Emiratis. They started the National Cadet Pilots Programme, which laid out the red carpet for the right candidates. But press ads and web banners were not getting enough results. Idea: To get word of mouth among Emiratis, use traditional media unconventionally and get people talking. The media agency suggested cinema advertising was most effective to reach Emirati youth. A 45-second ad might say it all, but a 15-second ad at the right time might say a lot more. The execution: To talk to future pilots, talk like a pilot. We managed a special execution where we got permission to interrupt another cinema ad with a Captain’s Announcement, just like it happens in flight. This caught everyone by surprise, but since the ad was only in Arabic, the message reached the right target audience. This was the first time ever that any brand in the UAE had used a cinema ad in such a manner to communicate its message.

Credits

Name Company Role
Rohan Young TBWA/RAAD Executive Creative Director
Sandeep Fernandes TBWA/RAAD Creative Director
Sumanth Wilkins TBWA/RAAD Art Director
Chris Booth TBWA/RAAD Copywriter
Mohammed Shehebar TBWA/RAAD Arabic Copywriter
Issam Yassin TBWA/RAAD Senior Graphic Designer
Amira Ibrahim TBWA/RAAD Senior Account Director
Joe Lahham TBWA/RAAD Brand Leader
Sherif Bassiouny TBWA/RAAD Account Director
Joanna Chami TBWA/RAAD Account Manager
Vishesh Tandon TBWA/RAAD Account Executive
Rouba Asmar TBWA/RAAD Agency Producer