| Title | Justified War or Injustice? |
| Agency | Ogilvy UAE |
| Campaign | Our Strength is in Our Differences |
| Advertiser | Al Jazeera |
| Brand | Al Jazeera |
| Date of First Broadcast/Publication | 2016 |
| Business Sector | Newspapers, Magazines, Books |
| Philosophy | Our provocative Brand Film for Al Jazeera Arabic takes a journey through the most opinion-sparking scenarios of the Arab World, from politics to migration. As the region’s largest Arabic news network, our film daringly answers our network’s criticism of being biased and one-sided, by poignantly revealing all the diverse viewpoints our network supports, no matter how opposing they are. Because when it comes to our commitment to diverse reporting, no opinion can be wrong. The direction behind our film is intended to be highly immersive. We wanted to transport our Arab viewers on a visceral journey across the region they call home, to relive the volatility and dynamism of everyday life here, but through the lens of Al Jazeera Arabic. The camera movements evoke the behavior of a real person witnessing real-life situations, as if the viewer is standing there among protestors, gunmen or refugees risking their lives. However, we wanted to ensure that each scene is portrayed with utmost objectivity, never giving certain cast members importance over others. The constant movement of both the camera and actors is purposely in parallel with the constant change seen in our region, never fixed or set in stone. We wanted each scene to spark a distinct feeling, with great attention spent on details and physical surroundings to add authenticity to each moment, but also to the overall character and identity of our film. The aesthetics and compositions of each scene is also arranged to feel as true and unfiltered as possible, yet has a sense of elegance and fluidity to it, showing Al Jazeera Arabic as a vivid reflection of our diverse region and its perspectives. |
| Media Type | Poster |
| Length | |
| Chief Creative Officer | Paul Shearer |
| Executive Creative Director | Ramzi Moutran |
| Art Director | Sabia Fatayri |
| cop | Kareem Shuhaibar |
| Arabic Copywriter | Maya El Kai |
| Arabic Copywriter | Mohammad Selmi |
| Senior Visualizer | Tarek Bawab |
| Business Director | Tarek Shawki |
| Planning Supervisor | Evan Kearney |
| Account Manager | Sandra Henein |
| Account Executive | Diana AlZubeidi |
| Account Executive | Omar Chehayber |
| Account Planner | Waleed Fareed |
| Managing Director | Abdulla AL-Najjar |
| Director of Brand/Marketing/ Communications | Satnam Matharu |
| Global Marketing Manager | Kayoko Nidsaid |
| Head of Marketing | Mohamad Zaoud |
| Senior Marketing Executive | Yousif Alfara |
| Director | Daryl Goodrich |
| Executive Producer | Wadih Safieddine |
| Editor | Neelay Shah |
| Production Company | Déja Vu Dubai |
| Photographer | Roger Moukarzel |
| Copywriter | Maya El Kai |
More Work
SEE ALLOur Strengh is in our Diffencies
- BRAND:
- Al Jazeera
- AGENCY:
- Ogilvy UAE