2017 Winners & Shortlists

The Campaign

We customised the base melody of the brand anthem with instruments native to each location- recomposing it 6 times to reflect the spirit of 6 different cities. This made each video unique, with a familiar tune to all that's also true to the destination you're seeing. And then social media account handlers used the videos to engage fans and talk about the destinations.

Creative Execution

We took the existing melody from the larger anthem video and customised it to reflect the musical genres of 6 different global cities. We stripped the melody down to its basic polyrhythm. Then rebuilt it 6 times, each time using musical instruments native to the specific culture. So that Amsterdam sounds like Amsterdam. And Istanbul like Istanbul. All while maintaining a consistent melody thread throughout. The videos were featured on Facebook, YouTube and Tajawal.com.

The videos accumulated over 11 million views in organic and paid reach.

We created dreamy travel videos to inspire wanderlust among our online fans. They were designed to entertain and get people to engage in group discussions. Answering questions such as: Where have you been? What did you miss out on? Where are travelling to next?

N/A