Brand | LAND ROVER |
Product/Service | LAND ROVER |
Entrant | WUNDERMAN DUBAI Dubai, UNITED ARAB EMIRATES |
Category | Online Video |
Entrant Company
|
WUNDERMAN DUBAI Dubai, UNITED ARAB EMIRATES
|
Advertising Agency
|
WUNDERMAN DUBAI Dubai, UNITED ARAB EMIRATES
|
Production Company
|
AFM FILMS Dubai, UNITED ARAB EMIRATES
|
Creative Execution
The metres of rhythmical poetry are known in Arabic as buḥūr (seas). Which is why, this poetic manifesto uses the classical rhythmic structure of couplets. The syllables rise and fall like desert dunes, bringing together art and landscape with rousing grace.
As this is an ongoing, year-long campaign, the jury is still out on the results.
However, within just a few months, the manifesto has cumulative views of over 1.1 million, inspiring viewers to visit the digital hub of the campaign.
Land Rover needed a strong beginning to launch its first online regional campaign: ARDHI / MYLAND.
And the key insight? From Riyadh to Damascus to Baghdad, the admiration for poetry spans ages and generations. When spoken, in its many unique forms, this literary expression can stir the hardest souls.
And ARDHI (Land), from time immemorial, has been a subject of choice for Arabic poets. Because this land, and the treasures that it holds, makes its people who they are.
Credits
Piotr Chrobot |
Wunderman MENA |
Executive Creative Director |
Malesh Ponnusamy |
Wunderman MENA |
Creative Group Head |
Muhamad Assaf |
Wunderman MENA |
Arabic Copywriter |
Hassan Bilgrami |
Wunderman MENA |
Senior Copywriter |
Nuzhat Merchant |
Wunderman MENA |
Account Director |
Wessam Kreidieh |
Wunderman MENA |
Account Executive |
Links
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