2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

This isn’t just a data driven film. It’s an outrage driven film. We reveal just how little the Middle East is represented in the rest of the world’s media. Apertures open throughout to reveal a percentage of a reportage image – the exact percentage of the coverage the rest of the world’s media has outrageously given to that story. A call to action drives you to The National, the Middle East’s leading news publication.

Cultural / Context information for the jury

N/A.

Please tell us about the challenger brand and how your campaign challenged / was different from your competitors

The National is an English language Middle Eastern news publication. It offers a Middle East veiwpoint that counters negativity outside of the region, and also offers a news source outside of locally controlled news channels. The Middle East: Explained is its brand platform, as the news publication challenges the world to find out more about the Middle East. And it needs to challenge. Our shocking data showed how other global news publications simply ignore the powerful stories from the region. ‘The Shocking Percentage’ campaign is shining a light on the shocking percentage of news stories from the region that are covered by the rest of the world’s media. Whilst also cleverly giving you enough of a glimpse of those stories to want to find out more.