Change Lingerie | Edit, Censor and cover anything but bras, bikinis and lingerie in Saudi Arabia

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

This entry was posted on Saturday, May 31st, 2008 at 1:15 pm and is filed under Ads, Cool, Interesting, Saudi Arabia. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

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9 Comments so far

  1. on May 31, 2008 at 5:40 pm Hani Obaid wrote:

    Somehow the spelling mistake left a more lasting impression in my mind that any of the pictures. Someone should get sacked over this.

  2. on May 31, 2008 at 8:18 pm Ghassan Yonis wrote:

    That actually reminded me of your interview with Toufic Beyhum, when he said (responding to if religion or culture were creativity obstacles in the ME):
    “Neither, ..We should use them to come up with insightful ideas..”

  3. on May 31, 2008 at 10:47 pm yildiz wrote:

    The “S” Is deliberate. Think about it carefully and you’ll figure it out. Sense & censorship.

  4. on May 31, 2008 at 10:56 pm ArabianMonkey wrote:

    I think Sensor works very well actually - not sure it’s a typo - agree with yildiz that it’s intentional.

    This is a super clever campaign and truly a step up for creative that finds an opportunity in a challenge. Without exaggeration, this is a campaign that restores my faith in good, locally relevant advertising. Great work!! Thanks for sharing it.

  5. on June 1, 2008 at 3:05 am Moey wrote:

    I love it!

  6. on June 1, 2008 at 8:19 am Amjad Mahfouz wrote:

    I bet the spelling mistake was made on purpose to get attention,
    wow the scribbles really brought back memories from childhood,

    thx for the share man

  7. on June 1, 2008 at 11:16 am Samer Marzouq wrote:

    All the headers start with a verb: edit and cover, but sensor is not a verb, while censor with a “c” is a verb.

  8. on June 10, 2008 at 10:03 pm Sheer Lingerie wrote:

    Great post, I really enjoyed it. I will have to bookmark this site for later.

  9. on June 10, 2008 at 10:11 pm Samer Marzouq wrote:

    Thank you Sheer! Glad you liked it :)

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