2015 Winners & Shortlists

HEAR THE HUMAN STORY

Short List
BrandAL JAZEERA NEWS NETWORK
Product/ServiceAL JAZEERA ENGLISH
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryUse of exhibitions and installations
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

Al Jazeera is a news network that prides itself on covering news that really matters. So we created a global campaign called Hear The Human Story. To activate the campaign on ground, we set up an interactive photographic exhibition in Kings Cross, one of London’s largest train stations, to share incredible stories from Rwanda, India, Spain and the Philippines.

Describe how the promotion developed from concept to implementation

The specially customised photographic displays activated sound showers when the microphone was held up to the image, allowing people to be the reporter and hear the human stories directly from the storyteller. The campaign gave a voice to those that other networks often choose to ignore and injected some humanity back into the news.

Describe the success of the promotion with both client and consumer including some quantifiable results

The photographic exhibition received 120 000 visitors who interacted with the stunning imagery and personal stories over the two week period. During that time we also handed out 10 000 limited edition postcards. More importantly, we gave a voice to those that other networks often choose to ignore, spread Al Jazeera’s brand philosophy and injected some much needed humanity back into the news.

Explain why the method of promotion was most relevant to the product or service

The core idea of the campaign Hear The Human Story was about hearing real stories from people around the world that other news networks often choose to ignore. So what better way than to create an interactive experience, allowing people to be the reporter and hear the story directly from the storyteller themselves? That simple idea allowed us to create the stunning interactive exhibition.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Tarek Shawki Memac Ogilvy Account Director
Dylan Kidson/James Bisset Memac Ogilvy Associate Creative Director
Gary Rolf Memac Ogilvy Group Head Art Director
Maram Ashour Memac Ogilvy Art Director
Waleed Bachnak Memac Ogilvy Copywriter
Irfan Ghani Memac Ogilvy Art Director
Evan Kearney Memac Ogilvy Strategic Planning Director
Sandra Henein Memac Ogilvy Senior Accounts Manager
Nora Nasr/John Dayal Memac Ogilvy Account Executive
Tarek Bawab Memac Ogilvy Head Of Studio
Amin Soltani/Tamara D'costa Memac Ogilvy Agency Producer
Sean Hart Memac Ogilvy Operations Director
Sophie Sterenborg Fasttrack Producer
Michael Christopher Brown Freelance 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
Geometry Global Dubai Additional company