Ad Blog Arabia

Emirates Holidays ‘window promotion’

August 13th, 2009 Zeid Nasser (Admin)

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Advertising Agency: Impact BBDO, Dubai
Executive Creative Director: Oliver Maisey
Creative Director: Jennie Morris
Art Director: Mark Held
Copywriter: Grant McGrath
Other additional credits: Media Hub

Via [Ads Of The World]

Entry Filed under: Ambient,UAE

M Jacob

Nice use of media opportunity. Lucky it wasn’t botched by some halfwit in production or media.
Quick comment

if some twat put a poster like that in front of my window and blocked my light i would sue their asses off.
http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

Lovely! What a smart idea
restless

I love it, good job
Magnetic

One should acknowledge the originality and creativity of the idea, but there are two concerns here: That could be an intrusion of privacy, just like quick comment said many will be pissed off. And then a giant banner placed a meter or so off the window will not emit light, it will block and the room will be darker. (looks photoshopped)
Beirut

Ambient has become a byword for the cult of the one-off stunt that’s designed to be entered for awards, rather than have any genuine advertising benefit.

For most agencies it goes like this: 1. Dream up your idea. 2. Put it into practice. 3. Photograph it. 4. Enter it for awards. 5. Quickly remove ambient. 6. Job done.

We’ve all seen those posed photographs where a consumer is seen looking intently at an ambient message posted, say, on the mirror of a hotel bathroom. Was it for real? Probably not. It feels and looks staged.

Genuine ambient sticks out like a sore thumb from the real stuff as good ideas always do. You know reality when you see it.

So does this stunt feel real?

Well, for a start, even when I blow up the shot, I can’t read the type, so I don’t know. Maybe it reveals the date and time when this genuinely happened. Probably not.

Maybe the exterior shot is genuine. The internal one is certainly staged. The casual pose as the office worker admires the message is cheesy.

Did Emirates really do this? Possibly.

But if they did, where was the value?

The point about ambient is this: it only creates value when the stunt is so significant that it gets major column inches in the papers and time on TV. (And even cyberspace like this.)

Did any of you hear or see of this before you came on this website? I suspect not.

It’s the same old awards game.
http://www.publicisgraphics.com.jo amre husseini – AKA BITEME

Beirut: Don’t agree with you on the value of ambient media. It is not just about awards or about getting PR value from it, it is about finding a unique moment or touch point to interact with your target in a memorable way. It’s a means of getting brands out of cluttered conventional media and into a more unique and uninterrupted setting.

I think we all need to stop just considering conspiracy theories and start commending good work when we see it; which is my understanding why this blog was set up in the first place
Quick comment

I agree with Beirut, the whole point of ambient is that everyone talks about it.
This is a perfect example of a viral that got EVERYONES attention
http://www.droga5.com/
click on ecko united
Magnetic

We’re all here to see and value new ideas, in fact the recent events that took place after Dubai Lynx triggered an alarm to how the industry in this part of the world is rising creatively yet it is sinking morally, so it is normal to expect every piece of work be examined thoroughly assuming it is only created for awards, and only awards.

Raising more questions and exposing scams should benefit the industry as a whole to reach a higher ethical level, when everyone in advertising becomes aware that they can’t get away with such behavior.

-Still can’t decide if this ambient is original or for awards but hope its original.

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Emirates Holidays ‘window promotion’

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