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 the film 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 how disruption in your market place inspired the work

Research of 56,000 online news consumers showed us that 44% are no longer influenced by news opinion. And trust in online news brands is at an all-time low in the West and UK. Acting on this insight and to launch The National outside of the Middle East, we needed to disrupt the marketplace and expose The Shocking Percentage. To ensure complete accuracy, we sourced base analysis data via a global listening platform, 30 days before the film went into production. The process counted all Middle East based stories published globally across eight varied topic areas. Throughout the film, we exposed a small percentage of a reportage image - the percentage that we revealed exactly corresponded with the percentage of global media exposure that story was getting. At the same time cleverly giving glimpses of some of the amazing and unexpected Middle Eastern stories you are most definitely missing out on.