Interesting campaign for a newly launched lingerie brand in Saudi Arabia, I think that there is a spelling mistake, they wrote censor with an “S”, anyway you can read about the campaign below:
CHANGE is an international upscale brand providing quality lingerie, swimwear and homewear. The objective of the ad was to announce the launch of CHANGE in Jeddah, Saudi Arabia. The ads’ main focus is to utilize the concept behind censorship in Saudi Arabia to pull focus on the Brand’s product line and to transform censorship into art. The ads are all in English, as they target an upscale bilingual audience.
Advertising Agency: Ogilvy Jeddah, Saudi Arabia
Creative Director: Mazen Hassan
Art Director / Illustrator: Yasser Alireza
Copywriters: Yasser Alireza, Fitna Nazer
Account management: Khaled Shalha
If you are a Google AdSense publisher in Jordan then cash your checks at Samhouri Exchange in Sweifieh opposite to Fouad Supermarket, they only cut down 4 $ as commission, better than 10 JD’s at other exchange shops, and much much better than HSBC that will cut down almost 50 JD’s to collect it after a period that only good god knows.
This is a very funny clip about the truth in advertising agencies, it’s old, I know but would really like to share it, imagine if everybody talked like this! If you worked in an ad agency you will love it.
Note: This video clip is full of bad words, so if you are sensitive then listen carefully I mean don’t watch.
My favorite parts: Brand Manager: … I’m really too weak and too stupid to make a decision… we’re really too cheap to improve our products formulation… I look at you all as a team, a team of slaves that I can force into doing anything I want Copywriter: We are trying to kill this brief under the guys of ethics cause we know that we won’t win awards with it Client Servicing: Guys this is the point where I have to stab the creatives in the back and agree with the client on the brief Art Director: These ideas are great.. I say that and hope that sub-moranic psychology will help influence your decision Copywriter: Basically we’ve ignored everything you told us and followed our whims Art Director: We knew that you would destroy anything with a touch of creative vitality so we decided to take the easy way
VP Marketing: Not sorry I’m late… I just find that to reassert my sense of self importance by wasting everybody else’s time.
This is really interesting, OMD Digital, the digital arm of Omnicom Media Group one of the largest advertising groups in the world, penetrated a new advertising medium; games!
The first client to tap into this new digital medium is the Saudi mobile operator Mobily, which will benefit of a range of advertising options in the games like virtual banners, street signs and outdoor billboards, and at the same time it will add a touch of reality to the game, but for some it could be annoying, especially those who hate advertising.
I’m not sure how powerful is their monitoring system in order to manage the impressions, not to mention the targeting, it’s easy to target them by country cause of IP, but what about genders and age groups? It would be easy if each player had a detailed profile, or they will just have to guess based on the type of the game, but for a branding campaign for a client that targets the mass, it’s not a problem, everyone is targeted.
According to their press release: For its initial project, OMD Digital bought 250,000 impressions over two months in Saudi homes, across major X-Box and PC titles, including Burnout (X-Box 360), Guitar Hero (PC and X-Box 360), Tony Hawk’s Wasteland (PC and X Box 360), NFS Pro Street (PC and X-Box 360), Pro Evolution Soccer (PC and X-Box 360). The ads are downloaded onto new-generation game consoles and PCs linked to the Internet.
Toufic Beyhum, an internationally awarded creative director from the Middle East, he worked in several advertising agencies in the Arab world and Europe, he is a freelancer based in Berlin, Germany, you can find out more about him, his work and photography on his website, for now check out this interesting interview!
Q1. Please tell us about yourself and your career.
I would rather answer this question by directing people to my website, I have enough photographs and advertising to tell you a little bit about my career and myself. www.touficbeyhum.com
Q2. You’ve worked in several countries in the Middle East as well as Europe, what do you think of the level of creativity in our region compared to the international level.
The Middle East has quite a bit of catching up to do. The problem is that the Middle East copies older trends and they need to start coming up with their own identity and style.
Look how South America has created their own style; their ads have their own distinctive look and feel.
Middle East will one day have its turn under the spotlight but only if they come up with their own style.
Q3. In your opinion, what are the obstacles that face creativity in the Middle East, is it the culture? Religion?
Neither, I think our culture and religion should be an advantage.
We should use them to come up with insightful ideas and this is exactly what will give the Middle Eastern agencies an edge from the rest of the world.
I think they need to educate their clients. If the client is a risk taker, open minded & creative then the sky is the limit. If the client is none of the above then they need to work on them, guide them, let them gain trust in your creative work.
Q4. Many people believe that social advertising is the most challenging type of advertising, what do you think of that? And why is that?
I suppose it is a sensitive topic but its great to see creativity and advertising being used to help.
Q5. As a creative director, do you believe that the digital media limits creativity? I mean design wise.
Not at all, it’s just a different medium. Creativity is creativity.
Q6. Is there any notable work from the Middle East you would like to highlight? Any work of yours?
I’ll mention an example of how a cultural insight from the Middle East won in Cannes and put Dubai advertising on the map. The Wonderbra ad that was created by Tonic in Dubai is a perfect example; there is a need of more of that.
Q7. You have a passion towards photography, can you please us about your one-year trip around the world and your book.
My trip around the world, which I did on my own, was the best experience I have ever had, I advice everyone to do it. I recorded everything on my cameras, you can see most of it on my website.
My book, Emotions in Motion, which was published last May is my pride and joy. My first published photography book and certainly not my last. I’m already planning my next book. Watch this space.
I mean don’t watch.
Toufic Beyhum, an internationally awarded creative director from the Middle East, he worked in several advertising agencies in the Arab world and Europe, he is a freelancer based in Berlin, Germany, you can find out more about him, his work and photography on his website, for now check out this interesting interview!
