2016 Winners & Shortlists

MY JOURNEY MY INSPIRATION

BrandJAGUAR LAND ROVER MENAP
Product/ServiceLAND ROVER
EntrantMEC MENA Dubai, UNITED ARAB EMIRATES
CategoryNon-Fiction: Series or Film
Media Agency MEC MENA Dubai, UNITED ARAB EMIRATES
Entrant Company MEC MENA Dubai, UNITED ARAB EMIRATES
Media Agency 2 MEC MENA Dubai, UNITED ARAB EMIRATES

The Campaign

Key insight – Arab Nationals are fiercely proud of their country or Ardhi (MYLAND) but consider Land Rover as an outsider ‘not for me’. Stories that define the culture and character of their land resonate with them. Our objective was to reconnect with Arabs within a context that connects with them. The MYLAND platform was introduced to celebrate the amazing people of this region. “My Journey, My Inspiration” documented the compelling stories of this region’s achievers in sports, CSR, art and adventure travel, linking them to the sense of pride they experienced as a result of representing their country. Their success was achieved through pure determination and passion for what they do. These stories would serve as an inspiration for others, as it was about overcoming obstacles, breaking barriers and making the impossible possible. Five influential achievers took the audience through their unique tales of success via a series of films entitled “My Journey, My Inspiration”. The project was produced by brand ambassador, Ali Mostafa, and directed by Emirati filmmaker AhmedAbdulqader. Selecting the right influencers from the region was an important step. Achievers who shared similar values to that of the Land Rover brand, all of whom went above and beyond in their life, through persistence, determination and passion. Bader Al Lawati, with a passion for environmental protection took on a challenging journey to the freezing Antarctic. Qatari athlete Mutaz Essa Barshim literally scaled new heights of excellence in high jumping. Nizar Fakhoury whose “climb for cancer” raises awareness and funds treatment for cancer patients. Lebanese paraplegic Michael Haddad who broke records in walking and climbing challenges. Kuwaiti Mohammad Al Attar, a Parkour athlete and one of only five Red Bull sponsored athletes in the world. Each one of the episode was released across the Land Rover MENA social channels.

Exceptionally strong social results have been achieved across the board with over 6.5M video views and over 46,000 likes YT: 3.2M videos views and 19,000 earned views Facebook: 3.3M video views and outstanding 43,000 likes Twitter: 3,200 video views; almost 2,600 likes and almost 2,000 re tweets

Credits

Name Company Role
Hannah Naji Jaguar Land Rover MENAP Marketing Director
Salman Sultan Jaguar Land Rover MENAP PR/Media Relations and Social Media Manager
Mohammed Jaradat Jaguar Land Rover MENAP Digital Marketing Manager
Mazen Kayssar Jaguar Land Rover MENAP Marketing Manager
Fatima Shaikh MEC MENA Director MEC Access
Nilofer Kassam MEC MENA Branded Content Manager
Dorian Zalewski MEC MENA Senior Account Manager
Fahad Mughal MEC MENA Digital Account Manager
Wafaa Abu Daqqa MEC MENA Senior Account Executive
Vikrant Shetty MEC MENA Account Director