2016 Winners & Shortlists

OUR STRENGTH IS IN OUR DIFFERENCES.

Silver
BrandAL JAZEERA ARABIC
Product/ServiceNEWS REPORTING
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategorySound Design
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES

The Campaign

Our provocative Brand Film for Al Jazeera Arabic takes a journey through the most opinion-sparking scenarios of the Arab World, from politics to migration. As the region’s largest Arabic news network, our film daringly answers our network’s criticism of being biased and one-sided, by poignantly revealing all the diverse viewpoints our network supports, no matter how opposing they are. Because when it comes to our commitment to diverse reporting, no opinion can be wrong.

Creative Execution

For our evocative Brand Film, we really wanted the sound design to be an extension of the cinematography, to draw in the audience into our film as much as our editing and footage does. Each sound is designed to immerse the audience into our journey, but also to amplify and heighten their emotions at the right moments throughout our film, from moments of pure intensity and chaos to moments of spirituality and silence. We also wanted to ensure our sound design did not compete in any way with our original music track we composed, but to complement it and work in harmony with it in a balanced and realistic way. We wanted to also stay true to authenticity in our film, so we captured many of our sound effects from real-life locations we filmed in across the Arab World, from streets crowds in Dahia, Lebanon, to actual rain showers in Southern Turkey. It’s the familiarity of these sounds that we wanted to use to tug at the heartstrings of Arabs, connecting to them in a more powerful way throughout the film.

Credits

Name Company Role
Jummana Al- Kahlout Al Jazeera Arabic Marketing Executive
Salma Abdalla Al Jazeera Arabic Marketing Executive
David Meadows Freelance Director of Photography
Steven Gerges Dèja Vu Producer
Paul Tyan Freelance Music Composer & Sound Designer
Georges Yazbeck Freelance Photographer
Paul Shearer Memac Ogilvy Chief Creative Officer
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sabia Fatayri Memac Ogilvy Senior Art Director
Kareem Shuhaibar Memac Ogilvy Senior Copywriter
Maya Al Kai/Mohammad Selmi Memac Ogilvy Arabic Copywriter
Tarek Bawab Memac Ogilvy Senior Visualizer
Tarek Shawki Memac Ogilvy Business Director
Evan Kearney Memac Ogilvy Planning Director
Sandra Henein Memac Ogilvy Senior Account Manager
Diana Al Zubeidi Memac Ogilvy Account Executive
Omar Chehayber Memac Ogilvy Account Executive
Waleed Fareed Memac Ogilvy Planner
Abdulla Al-Najjar Al Jazeera Arabic Executive Director of Global Brand & Communication
Satnam Matharu Al Jazeera Arabic Director of Brand/Marketing/Communications
Kayoko Nidsaid Al Jazeera Arabic Global Marketing Manager
Mohamad Zaoud Al Jazeera Arabic Head of Marketing/Middle East/North Africa and Regional News Channels
Yousif Alfara Al Jazeera Arabic Senior Marketing Executive
Daryl Goodrich Freelancer Director
Manasvi Gosalia/Wadih Safieddine Dèja Vu Executive Producer
Neelay Shah Dèja Vu Editor