MIDDLE EAST
34
CREATIVEYEAR
21 December 2008
“VILLAS”
IDEA: ‘Saucy’ isn’t what you’d expect for
“RIP”
IDEA: A clever direct mailer from JWT
an ad advertising regional classifieds.
Client: Gulf News
But Team’s effort for the entendre-riffic
Client: Boecker
Dubai for Boecker’s pest control products.
Recipients got tiny coffins for all the little
Agency: Team Y&R, Dubai
“GNads4U” online classifieds managed
Agency: JWT Dubai
critters they could wage chemical warfare
Executive creative director: Shahir Ahmed
to be both borderline naughty and en-
Executive creative director: Chafic
on with Boecker’s help. Calls to the client
Creative director: Guilherme Rangel
tirely relevant. The family-tree style chart
Haddad
rose 37 per cent in a fortnight and some
Copywriter: Keshav Naidu showed how the service helps you narrow Art director: Firas Medrows
customers even requested extra coffins,
Art director: Dinesh Tharippa your property search, while the cheeky Copywriters: D.V. Hari Krishna, Firas
which is a bit weird.
Account Supervisor: Darryn Wright
pay-off—“Close to your girlfriend”—gave
Medrows
the ‘nudge, nudge, wink, wink’ brigade
something to chuckle at.
“PUSSYCATS”
IDEA: This campaign announced the
“PARIS HILTON”
IDEA: To illustrate House of Prose’s
Client: Melody Tunes
launch of Melody Tunes, the first Middle
Client: House of Prose
tagline—“Hardly used books”—Brand-
Eastern channel to play only English com’s campaign took actual titles, such as
Agency: Leo Burnett, Cairo
songs. The ads featured various Egyptian
Agency: Brandcom Middle East, Dubai
Common Sense Parenting, and faked the
Creative director: Mohamed Hamdalla
stereotypes ‘singing’ along to English
Creative director/copywriter:
signatures of people unlikely to have used
Copywriter: Mariam Hamdy
pop tunes before the tagline, “All English.
Manoj Ammanath
them (in this case, Paris Hilton’s mum,
Art directors: Tameem Younes, Mohamed
All the time.” This—a trio of large ladies
Art director: Sabina Mustafa
Kathy). A smart, funny take on second-
Fouad performing The Pussycat Dolls’ “Don’t Photographer: Sunil Raju hand bookstore ads.
Account manager: Ahmad Fahmy Cha”—was the pick of the bunch.
“SHAVINGS”
IDEA: The Times’s crossword is notori-
“RED”
IDEA: The model shot is your typical
Client: The Times
ously difficult. And a major selling point
Agency: The Tribe, Dubai
for the newspaper. The idea behind this
Client: Nicola Finetti
fashion ad. The copy isn’t. Making light
of heart attacks is a risky proposition, but
ad isn’t jaw-dropping: you’ll need lots of
Agency: JWT Dubai
Creative director/copywriter: Andrew
this ad carries it off by keeping tongue
attempts to get the answers right, so you’ll
Executive creative director: Chafic
Durkan
firmly in cheek
be sharpening your pencil a lot (only the
Haddad
Art director: Mario Dias
incredibly arrogant or incredibly stupid Creative directors/typographers: Peter
Photographer: Jerry Balloch
would attempt the crossword with a pen). Moyse, Adrian An
Illustrator: Shailesh Kumar
But the execution was very, very pretty.
Photographer: Tejal Patni
Illustrator: Adrian An
www.mediaweekme.com
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