2018 Winners & Shortlists

FEAR OF FLYING

Client/BrandROYAL JORDANIAN
Product/ServiceAIRLINE / SOCIAL MESSAGE
EntrantMEMAC OGILVY ADVIZE Amman, JORDAN
Type of EntrySectors
CategoryCorporate Social Responsibility
Idea Creation MEMAC OGILVY ADVIZE Amman, JORDAN
Production DEJAVU Dubai, UNITED ARAB EMIRATES
Additional Company MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Campaign

Why wouldn’t an airline address the fear of flying? Except, fear of flying comes in many forms. Racial discrimination comes from fearful beliefs and assumptions, resulting in unexpected consequences to its victims, thus instilling fear in them as well. The idea was to presumably address the more relatable, well-known fear of flying, but then bring the audience’s attention to a less known, more dangerous one.

Creative Execution

We released the video online – on Facebook, twitter, and YouTube – as well as on TV. We focused on online reach to stir up the conversation on race and stereotypes.

Results

Views: 4.5M Total reach: 20M Shares: 9.6K Likes: 48K Comments: 1.9K

Race discrimination in the aviation industry is a familiar concept, calling for the national carrier of an Arabic, Muslim-majority country to make a stand against it. Through this work, Royal Jordanian directly and effectively represents and defends its main target customer in the international community, which, as an airline, it is a substantial part of. It also relates to and promotes Jordan’s widespread values of inclusivity and hospitality.

The target audience includes the international community across the spectrums of race and beliefs. The main media channel was social media, but digital and TV channels were also addressed. The call to action was for airlines and passengers alike; don't be afraid to say no to discrimination.

Credits

Name Company Position
Hadi Alaeddin Memac Ogilvy Advize Associate Creative Director
Mohammad Kamal Memac Ogilvy Advize Creative Director
Paul Shearer Memac Ogilvy Dubai Chief Creative Officer
Amr Hourani Memac Ogilvy Advize Associate Creative Director
Lama Hannoun Memac Ogilvy Advize Senior Account Manager
Lana Cattan Memac Ogilvy Advize Senior Account Manager
Hadi Alaeddin Memac Ogilvy Advize Copywriter
Luma Aloul Memac Ogilvy Advize Account Director
Khalil Atieh Memac Ogilvy Advize Account Manager
Aya Nasif Memac Ogilvy Advize Account Manager
Omar Hilal Dejavu Director
Manasvi Gosalia Dejavu Executive Producer
Giuliano Doman Dejavu Producer
Georgiana Doman Dejavu Producer
Quim Miguel Dejavu DOP
Mario Sirbu Dejavu 1st AD
Oana Marinescu Dejavu AD
Ahmed Hafez Dejavu Editor
Sary Dejavu Music
Key 66 Dejavu Sound
Links
Video URL