National Geographic is a brand I admire and a source of inspiration for me. The brand has launched a global concept called "Planet or Plastic?" and invited several agencies in the Middle East to pitch ideas for adapting and creating unique communication in the United Arab Emirates.
From the outset, it was evident that the message needed to resonate with the local audience. In Dubai, over 80% of the population consists of expatriates. Additionally, plastic pollution wasn't as prominent a topic in that region. However, we realised that among the top 10 nationalities residing in Dubai, seven came from countries with high pollution rates.
The campaign should run for an entire year. Consequently, we decided to collaborate with 12 artists on the project. The campaign achieved tremendous success, garnering headlines in Dubai and across the Middle East and Africa, and was featured in the region's largest newspapers. Calendars were distributed to the channel's advertisers as a way of drawing attention to NatGeo's positioning.
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Main Recognations
ADC Global Annual Awards 99th
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