DUBAI — Al Jazeera English launched what is billed as its first global brand campaign, and largest marketing push to date, in South Africa on Nov. 3 with the slogan "Hear the Human Story."
The campaign, which will run in 12 countries over the next six weeks, has been conceptualized by Memac Ogilvy. (The United States is not among the countries included in the campaign.) It encompasses a short film, TV ads, press, poster and digital legs, besides an interactive photographic exhibition in Kings Cross Station in London.
True to the theme, each piece of work in the campaign tells a human story. In one, an Indian woman who lost her husband and property to violence joins the "Gulabi Gang," a group of women who clubbed together to fight their oppressors.
Other stories include an architect in Spain who lost everything, and has rebuilt his life as a "Hidden City Tourist"; Kiki Katese, who organized a group of female drummers in the aftermath of the Rwandan genocide; and Illac Diaz, who brought lighting to slums in the Philippines using plastic bottles.
"We believe everyone has a story worth hearing. There are seven billion people to listen to on the planet right now. Al Jazeera exists to cover the people often ignored; people whose voices must be heard – but who are often neglected by mainstream media," said Al Anstey, managing director, Al Jazeera English, in a statement announcing the campaign’s launch.
"There is a common perception that the media are mainly interested in covering those in power, or the rich and famous," said Al Jazeera Executive Director for Marketing & Distribution Abdulla Alnajjar. "Our campaign gives a voice to the many people around the world who feel that they have been left behind.
"Our coverage is not only about portraying difficult situations – it's about the triumph of the human spirit and the ability for people in the most difficult of situations to make a change."
"The campaign underpins the network’s belief that humanity is the only thing that truly connects everyone in the world," Ramzi E Moutran, executive creative director, Memac Ogilvy & Mather UAE, told Campaign. "Al Jazeera English believes that dreams, fears, joy and frustration are the things we all have in common. It’s these qualities that give stories relevance and meaning irrespective of who we are and where we’re from."
Client: Al Jazeera English
Managing Director Al Jazeera English: Al Anstey
Executive Director, Marketing and Distribution, Al Jazeera Media Network: Abdulla Al Najjar
Director of Marketing and Communications, Al Jazeera Media Network: Satnam Matharu
Manager of Marketing: Kayoko Nidsaid
Head of Marketing, UK/Europe, Al Jazeera Media Network: Adrienne Tollemache
Head of Marketing, Asia/Pacific, Al Jazeera Media Network: Nibras Kardaman
Agency: Memac Ogilvy Dubai
Business Director: Tarek Shawki
Operations Director: Sean Hart
Senior Account Manager: Sandra Henein
Account Executive: Nora Nasr
Account Executive: John Dayal
Executive Creative Director: Ramzi Moutran
Associate Creative Director: Dylan Kidson
Copywriter: James Bisset
Group Head Senior Art Director: Gary Rolf
Junior Art Director: Maram Ashour
Junior Copywriter: Waleed Bachnak
Senior Graphic Designer: Jesse Bray
Graphic Designer: Irfan Ghani
Head Of Production: Amin Soltani
Junior Producer: Tamara D’Costa
Studio Manager: John Ridgeway
Assistant Studio Manager: Tarek Bawab
Finalizer: Sameer Shirke
Traffic manager: Dominic Tundatil
Business Director PR: Chuma Goodwin
Photographer: Michael Christopher Brown
Brand Film Team
Production House: Dejavu
Director: Orlando von Einsiedel
Producer: Manasvi Gosalia
DOP/Camera Operator: Franklin Dow
Assistant Camera: Will Hadley
Picture Editor: Miikka Leskinen
Composer: Patrick Jonsson
Production House: Blue Cactus Films
Executive Producer: Hermann Meingast
Producer: Pete Connor / Georges Atallah
DOP: Asif Limbada
Camera Assistant / Sound: Philipp Chudalla
Editor: Pablo G Plant
Sound Studio: MANGOJAM
Post Production: Optix Digital