PERSIL ABAYA SHAMPOO- NATIONAL RESONANCE
| Brand | PERSIL ABAYA SHAMPOO (HENKEL ARABIA) |
| Product/Service | PERSIL ABAYA SHAMPOO |
| Entrant | OMD Dubai, UNITED ARAB EMIRATES |
| Category | Sound Design |
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Media Agency 2
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OMD Dubai, UNITED ARAB EMIRATES
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Entrant Company
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OMD Dubai, UNITED ARAB EMIRATES
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Media Agency
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OMD Dubai, UNITED ARAB EMIRATES
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The Campaign
Through collaboration between a musical instrument maker and a sound engineer we transformed the Persil bottle into a real playing guitar and brought a veiled woman to sing the UAE’s national anthem while playing it on the Persil bottle guitar. It was extremely challenging to arrive at the right resonance of the Persil bottle and somehow match the resonance of a wooden guitar box. We wanted this to be a strong symbol of national resonance from the very core of the brand itself and the result was a beautiful and emotional yet powerful rendition of the UAE’s national anthem. The performance took the form of an online video that was released 2 days before the national day.
Credits
| Neelofer Sheikh |
Omd Mena |
Associate Director- Digital |
| Farah Moumneh |
Omd Mena |
Senior Director Planning |
| Zeeshan Merchant |
Omd Mena |
Director- Planning |
| Roxanne Gahol |
Omd Mena |
Senior Executive - Planning |
| Haytham Zoghby |
Omd Mena |
Director of Innovation |
| Muhammed Ali Jamadar |
Omd Mena |
Manager- Social Media |
| Ramy Al Kadhi |
Omd Mena |
Manager- Digital |
| Charles El Soueidi |
Soundstruck Studios |
Sound Design Arrangement |