CREATIVEYEAR
MIDDLE EAST
35
21 December 2008
“RAZOR”
IDEA: To remind people that Bic is about
“GROCERY LIST”
IDEA: Another lovely biro drawing, this
Client: Bic
more than biros, Tonic came up with this
Client: Career Junction
time to illustrate Career Junction’s call
beautifully drawn picture of a razor. Pro- to action: “Put your skills to better use.”
Agency: Tonic Communications, Dubai
duced, we presume, with a Bic biro.
Agency: TBWA Raad, Dubai
What, doodling’s a ‘waste of time’ now?
Creative directors: Vincent Raffray, Creative director: Nirmal Diwadkar
Khaled Gadallah Copywriter: Abraham Varughese
Copywriter: Fionn Geaney Art directors: Sakib Afridi, Amritraj
Art director: Diya Ajit Gupta, Rishi Chanana
Illustrator: Satwik Saraswati Photographer: Kundan Raut
Typographer: Diya Ajit Illustrator: Amritraj Gupta
“AHMED VS. THE GOATEE”
IDEA: In the Arab world, growing a goatee
“BUS STOP”
IDEA: Wonderbra has long sold itself on
Client: Canada Dry
is as much a rite of passage for young men
Client: Wonderbra
its ability to enhance ladies’ natural assets.
as vomiting up ten pints of beer into the Usually, it does that by showing those
Agency: Fortune Promoseven, Dubai
lap of a cute girl is in the West. It takes a
Agency: Saatchi & Saatchi, Dubai
assets—as it did to traffic-stopping effect
Executive creative director: Marc Lineveldt
brave individual to go against the herd.
Creative director: Ed Jones
with Eva Herzigova. For the Middle East,
Creative director: Ali Ali
But that’s what the hero of this ad, Ahmed,
Copywriter: Neeraj Sabharwal
though, Saatchi came up with this grainy
Art directors/copywriters: Ali Ali, Maged
does in the face of intense pressure from
Art director: Neeraj Sabharwal, Mu-
footage of a woman—shot from the waist
Nassar family, friends and society at large, as hannad Shono down—smoking a cigarette then failing
Producer: Mayada Hiraki he keeps it real—with a little help from Director: Tejal Patni to stub it out because her Wonderbra-
Director: Emile Sleilati
Canada Dry. A funny, insightful TVC. enhanced chest now obscures her view.
“SHOES”
IDEA: “If a lion could talk, we would not
“MORE THAN JUST OIL”
IDEA: Memac’s team camped out at a
Client: Pedigree
understand him,” the philosopher Ludwig
Client: Castrol for CRB diesel engine oil
truck stop on the Saudi border for a few
Wittgenstein claimed. The team at TBWA days and came up with this beautifully
Agency: TBWA Raad, Dubai
Raad obviously has far less of a problem
Agency: Memac Ogilvy
shot campaign, focusing on the pride
Creative director: Nirmal Diwadkar
with anthropomorphism, which means we
Executive creative director: Till Hohmann
truck drivers feel in owning their own
Art directors: Sakib Afridi, Rishi Chanana,
get this cute observation of a dog’s happy vehicles, and on the importance of their
Amritraj Gupta
dream, having sated his simple-minded friendships.
Copywriters: Sakib Afridi, Sandeep self with Pedigree before sleep.
Fernandes
www.mediaweekme.com
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