1/JBR. IT’S NOT FOR EVERYONE.
Dubai is a city full of superlatives, fast cars and lavish displays of wealth. It is a city for people who love to show off. But our target market - very high net-worth individuals - don’t like flashy, over the top displays of wealth. They prefer a quieter, more refined type of luxury, because quite frankly, they have nothing to prove.
Creative idea wasn’t a usual mass attraction strategy, it was more of a selection strategy. By simply stating that if you’re the type of person who loves gold taps, a Downtown address and dancing fountains, 1/JBR probably wouldn’t suit you. By redefining what luxury should be, we hoped to completely redefine a brand and a building. After all, 1/JBR isn’t for everyone.
1/JBR is a different kind of luxury and not for flashy show offs - positioning it as extremely high-end and exclusive. In doing so we managed to also create immense buzz by gently poking fun at a one of our biggest competitors.
OMO. THE DULLEST AD EVER.
— THE BACKGROUND
Kids today are the least active kids in history, as they spend, on average, less than an hour a day playing outside and getting dirty. All the free time they have is most likely spent with electronics, which are preferred by parents who wish to keep their children safe and clean. That’s bad news for a washing powder brand like OMO, whose philosophy is “Dirt is Good”. OMO is a brand that promotes an active lifestyle, because playing and getting dirty is crucial for kids’ learning and healthy development. OMO believes that every time kids come back with stains, they’re coming back with experience too.
Our objective was to shed light on the reality of kids’ lives today and encourage parents to get their children off the couches and give them freedom to play outside, experience real life and get dirty in the process.
— THE CREATIVE IDEA
To provoke parents and get them to do something about the situation, we showed them the reality of their kids’ lives in an unconventional way.
We launched a series of extremely long and boring videos and live streamed them across different platforms, from Facebook, Instagram, Twitter and even YouTube masthead.
These videos were long and boring for good reason, as they were a live, visual representation of kids’ lives today. Their one purpose was to depict exactly what kids spend their day doing. No exaggeration, just a literal translation based on global research.
— THE STRATEGY
Global research shows that kids spend less than an hour a day engaged in physical activity, which means 23 hours idle and inactive. They also spend an average of 7 hours in front of screens and 4 hours watching TV. Parents are aware that this generation is born into technology, but they are not aware of the amount of time their kids spend with gadgets, and often try to distract them by giving them screens as a bribe. So to provoke them and give them a reality check, we decided to quantify the amount of time kids spend idle or with gadgets. We knew that if we showed them the reality as is, they would listen, even if the truth made them angry. After provoking them, we switched tactics and started helping them, by explaining the benefits of active and outdoor play and giving tips on how to limit gadget time, and increase play time.
How we did it.
— THE EXECUTION
To show that kids spend on average 23 hours a day inactive, we created the longest live stream in Facebook’s history; a 23 hour video showing a kid doing absolutely nothing, apart from sleeping, playing video games, checking in on social and hover-boarding his way to and from the kitchen. We also created a 7 hour video that highlights the amount of time kids spend in front of screens, and a 4 hour one about the hours they spend glued to the TV every day. In only 24 hours, the campaign managed to upset millions of parents. That’s when a team of child psychologists and medical professionals joined the conversation, responding in real time, calming parents down and explaining the importance of play. We finally launched a shorter film where kids reminded their parents that if they aren’t encouraged to get off the couch, more of them will end up depressed, obese, or with learning difficulties.
— THE RESULTS
The campaign was the most successful in OMO Arabia’s history, and received 5.94 million interactions in just 23 hours, with 3.4 million hashtag mentions (#KidsToday), 3,3 million Twitter mentions, 1,97 million Facebook mentions and 40,000 comments on YouTube.
The average watch time for our live videos was 5 minutes 9 seconds, vs global average of 24 seconds. This adds up to a total of 1.3 billion seconds just 23 hours.
The follow up video with kids got 15 million views on YouTube in just one week.
OMO sales increased by 98.3% compared to last year, and by the end of the campaign 82% of parents vowed to get their kids outside.
MARASI BUSINESS BAY. NOT STRICTLY BUSINESS.
Business Bay has a perception issue: it’s seen as cold, formal and boring, with very little entertainment and recreational options, and it lacks sense of community.
Marasi Business Bay will change the whole dynamic of business bay into a hip, cool, friendly destination where people will want to live and hang out.
MCSAVERS. SPEND YOUR MONEY WISELY.
SAMSUNG. ADD WASH.
The new “Add wash” feature allows you to add clothes during the wash cycle. With a simple print ad, we wanted to show that the possibility to add makes a difference.
YOUNG LYNX. DOCTORS WITHOUT BORDERS.
The brief was “How can we get individuals to visit the website and donate money to Doctors without borders, so that they can keep saving lives?”
YOUNG LYNX. ANA CHILDHOOD CANCER.
Ana is a childhood cancer initiative that falls under Friends of Cancer Patients’ umbrella “Kashf” for early detection of cancer. Ana seeks to raise awareness about the seven common warning signs of childhood cancer and highlight the importance of early detection.
The brief was to raise awareness about the seven main symptoms, and get parents to look out for the warning signs. The idea was to create a series of long copy ads, made to look like children’s book, with each ad subtly communicating one warning sign.
