On Black Friday, most people think about buying electronics, appliances & fashion. Plane tickets just aren’t on their horizon. Bad news for an airline having a global Black Friday sale.
Google data revealed that sale research begins as early as October. By tapping into shoppers’ search behaviour, we made hyper-personalised YouTube pre-rolls that suggested they fly to buy their dream products, with the money they’d save on our discounted fares.
For the first time, an airline used interest for consumer products to sell destinations instead. Did it work? The conversion rates resulted in shattering all eCommerce records in Etihad's 20-year history. Ka-ching!
Banks are boring? Think again. Standard Chartered had the courage to support an initiative that didn’t sell a single product but raised global awareness for gender pay inequality. They offered the canvas for 19 bold women in Dubai to make their voices heard. Acts, not ads.
Monsters. For a Ramadan ad. In Saudi. The client brief was to remind people about the importance of kindness. It could have been a fluffy ad, y’know. But this was the pitch-winning film that was painstakingly produced in the lockdown. Ramadan Kareem.
During COVID, so many passed away leaving many things unsaid. What if an insurance policy helped their loved ones get closure?
We said we’d give away a car on April 1st. What if we weren’t fooling?
For the Vivo V25 launch, we had to connect with content-capturing millennials. Y’know, the ones who like to shine in the day & glow at night. Went glamping with the charming Aseel and killed two birds with one phone.
Launching a crossover to thumbing millennials was a challenge. So we reminded them that you don't get a second chance to make a first impression. Kicks became the category leader in just 5 months. Epic.
Take one Nissan X-Terra. Put it in the desert, snow and jungle. Leave it in for some late nights. Then hope it becomes an ode to craftsmanship. When John Hunt came to TBWA Dubai, he said the way to come up with a good idea is always ask: "What if...?" We made the juries ask: "Is it cake?"
Hey, where’s the long copy? I know, I know. My bad. But they say a picture is worth…
