The_Canvas_of_Creative_Mastery_Newsletter_August_2024

Explore global ad gems, enrich with case studies, tap into tech trends, and unveil our latest masterpieces.

1. the canvas of
creative mastery
august edition

2. ad horizon
advertisements beyond borders

3. PUMA and Al Hilal have teamed up to launch the "Play for
Real" campaign, celebrating Saudi football culture and Al
Hilal's legacy. This campaign marks the 24-25 football
season with a focus on the team's roots, positioning them
as true to the sport.

Featuring global stars like Neymar Jr. and local heroes like
Al Buraiyk, the campaign emphasizes shared passion and
camaraderie among athletes, regardless of fame. The
campaign video, already surpassing 5 million views,
highlights PUMA's "Crafted from Culture" design philosophy.

The new kits reflect Saudi heritage, with triangles
symbolizing past victories, mountain-inspired lines for
strength, and desert roses representing Al Hilal’s hard-
earned glory.
PUMA X Al Hilal
"Play For Real" Campaign
https://x.com/Alhilal_EN/status/1819363600433115299

4. The new Al Nassr FC campaign, produced by Them Again in
collaboration with adidas, marks the first global football film
to feature a Middle Eastern club and the first produced
entirely in Arabic.

Far from a typical advertisement, the film captures the
essence of Saudi football culture and Al Nassr's passionate
fan base, known as “The Knights of Najd.” By immersing
themselves in match-day rituals and traditions, Them Again
crafted a narrative that goes beyond product promotion,
celebrating Al Nassr’s vibrant football heritage.

The creative journey involved deep exploration of the club’s
legacy, blending rich cultural elements with stunning visuals.
Despite tight timelines, the team delivered a project that
showcases Saudi football's past and future, bringing the story
to life for a global audience.
Al Nassr FC Campaign
"Legend Of Najd" Campaign
https://youtu.be/6a4_kzvdNLw?si=KXokEJ5oc2mOFPbb

5. Nissan's new “Defy Ordinary” campaign, aims to transcend
typical automotive advertising by spotlighting extraordinary
individuals. The cinematic piece, launched in both Arabic and
English, showcases stories of trailblazers like Mishaal
Ashemimry, the GCC's first female aerospace engineer, and
Reem Al-Kuthairi, the region’s first female sports pilot. These
figures, along with others, embody Nissan’s commitment to
breaking barriers and redefining possibilities.

For 90 years, Nissan has championed innovation and
resilience. “Defy Ordinary” reflects this legacy, celebrating the
region’s spirit of perseverance and excellence. The campaign
also features mini-films that offer deeper insights into the
inspiring journeys of these icons, emphasizing determination
and the pursuit of greatness.
Nissan
"Spark A Movement" Campaign
https://www.youtube.com/watch?v=cGOqBvPK320&t=67s

6. Golden Chicken's latest campaign humorously tackles the
universal dilemma of "What's for dinner?" with its new range
of over 20 premium, ready-to-cook chicken products.

The campaign addresses the common and often frustrating
answer of "Anything!"—a response that leads to decision
fatigue, especially for young mothers and busy individuals.

Through lighthearted scenarios, the campaign shows how
Golden Chicken's products offer a simple, delicious solution,
eliminating the stress of meal planning.

By providing quick, high-quality options, the brand positions
itself as the go-to for easy dinners. The “Curse of Anything”
campaign is now live on Facebook, Instagram, and Snapchat.
Golden Chicken
"The Curse Of Anything" Campaign
https://youtu.be/xr710KSjKcc?si=seFfu_jBHi29OHKt

7. Experience Abu Dhabi’ s new four-part docuseries invites
viewers to explore the captivating city of Al Ain, known as the
'Living Oasis.' The campaign showcases the city's rich cultural
heritage, thrilling outdoor activities, and hidden gems
through the eyes of two Emirati friends, photographer Obaid
AlBudoor and slam poet Salem Al Attas.

Blending Arabic and English, the series captures their
adventures in Al Ain, from ancient forts and lush oases to
adrenaline-pumping activities like archery and white-water
rafting.

Al Ain, a UNESCO World Heritage site just over an hour from
Abu Dhabi and Dubai, offers a peaceful retreat steeped in
history. Through this series, AlBudoor and Al Attas uncover Al
Ain’s seamless blend of tradition and modern adventure,
inspiring viewers to experience its unique charm.
Visit Al Ain
"Al Ain: A Living Oasis" Campaign
https://youtu.be/uqbbXdpvPg0?si=DOEA_r-hq0Ul53Gc

8. The Red Sea, a new Saudi Arabian destination, has
launched its "Be The First" campaign, inviting visitors to
be among the first to experience its unique offerings.

Created in collaboration with Beautiful Destinations, the
campaign features video postcards showcasing the Red
Sea's natural beauty, luxury, and rich Saudi heritage. With
postcard-like visuals, the campaign highlights the Red
Sea’s pristine beaches, coral reefs, and desert landscapes,
underscoring the region's recent opening to tourism.

It also emphasizes sustainability, portraying a travel
experience powered by renewable energy. This campaign
not only marks the region's tourism debut but aligns with
Saudi Arabia's vision for a new type of eco-conscious
travel that fosters memorable experiences while
protecting the environment.
Red Sea
"Be The First" Campaign
https://youtu.be/ljnMd0fBaB4?si=OkACe5Is29s1cC0Q

9. next wave
scouting tech & trends...

10. Jacquemus has unveiled an exclusive gym-themed pop-up
at Selfridges in London, inspired by its latest collaboration
with Nike. This immersive space, located in the Wonder
Room, evokes a gym locker room with metal panels, silver,
white, and red tones, and oversized accessories like a giant
Swoosh bag, dumbbell, and skipping rope.

The installation is part of Selfridges’ summer "Sportopia"
program celebrating sport. Visitors can explore pieces from
the Jacquemus x Nike capsule collection, including a fresh
take on the Air Max One 86 sneaker.

The pop-up also features the debut of Jacquemus' first
advertising clip and offers pressed juices in the
collaboration's signature colors.
Jacquemus
Wonder Room

11. Brand mascots have evolved from static symbols into
dynamic virtual influencers, wit h major brands like Samsung,
Balmain, Calvin Klein, and IKEA using digital personas to
connect with tech-savvy audiences.

The rise of AI has accelerated this shift, allowing brands to
maintain full control over messaging and engagement while
reducing the risk of human-related controversies. Virtual
influencers are now fully customizable, helping brands create
more personal and consistent connections with consumers.

These digital characters, once simple mascots, have become
strategic assets. They now engage directly with fans via
social media, embodying a brand's identity while maintaining
high engagement rates. AI has further enhanced these virtual
influencers by enabling real-time interaction and
personalized responses, pushing the boundaries of digital
marketing and positioning brands as leaders in innovation.
Character Mascots
Virtual Influencers

12. wisdom wellspring
lessons from the field...

13. The future of digital out-of-home (DOOH) advertising in the
UAE is set for strong growth, fueled by rapid urban
development in cities like Dubai and Abu Dhabi. Digital
screens are becoming integral to districts like Expo Village
and DIFC, boosting urban aesthetics and providing brands
with dynamic platforms to engage real-time audiences.

As the UAE grows as a global business hub, demand for
impactful DOOH campaigns rises, with market value
expected to nearly double by 2029 to $65.59 million.
Sustainability is also a key focus, with eco-friendly
technologies and AI-driven personalization enhancing the
effectiveness of DOOH campaigns.

In summary, DOOH will shape the future of the UAE’s urban
spaces, offering innovative, sustainable ways for brands to
connect with audiences.
DOOH In UAE
Business Future In UAE

14. Zurich’s “Blue Sofa” campaign, featuring Khalid Al Ameri and
Priti Malik, has traveled across the UAE, sparking
conversations about residents' dreams and the importance of
protecting them through financial planning. This unique
initiative invited people to sit on a cozy blue sofa in various
public spaces, where they shared their aspirations for
themselves and their loved ones. The campaign emphasized
the need for financial preparation to secure those dreams.

The strategy behind the campaign focused on connecting
deeply with the community, and the results have been
impressive. Over 200 people shared their stories, and the
videos have garnered over 2.5 million views, doubling traffic
to Zurich's Middle East website and increasing digital
engagement by 29%.

The Blue Sofa will continue its journey across the UAE,
fostering conversations and inspiring financial awareness
among the public.
Zurich Insurance Group
"Blue Sofa" Campaign
https://youtu.be/gc1IQbOxSwI?si=VJcYXlCp0ePmTSWu
https://www.youtube.com/watch?v=nYLgyK24rtU&t=139s

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