Brand | ROYAL JORDANIAN |
Product/Service | AIRLINE / SOCIAL MESSAGE |
Entrant | MEMAC OGILVY ADVIZE Amman, JORDAN |
Category | Storytelling |
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.
Views: 4.5M
Total reach: 20M
Shares: 9.6K
Likes: 48K
Comments: 1.9K
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
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