THE SUPER EXCLUSIVE SHOE DROP
adidas Originals
Studio A
|
BRIEF
Create an exclusive sneaker drop that will excite NYC sneakerheads this NYC-inspired shoe. |
CHALLENGE
NYC sneakerheads have seen every single kind of “hype”. How can we create a shoe drop they’ll connect with? |
INSIGHT
NYC is the birthplace of hustle culture. It’s in the city’s spirit and it’s what every New Yorker truly gets. |
IDEA
Embody NYC’s hustle culture and make it part of the drop. We chose 5 New Yorkers and made them the official retailers of the shoe. To buy this shoe you have to not just know them and have them know you, but you have to meet them in person and tap their shoe with your phone. The 5 New Yorkers had to also hustle and compete to sell the shoe. Each one went a route, but they all knew how to hustle.
Embody NYC’s hustle culture and make it part of the drop. We chose 5 New Yorkers and made them the official retailers of the shoe. To buy this shoe you have to not just know them and have them know you, but you have to meet them in person and tap their shoe with your phone. The 5 New Yorkers had to also hustle and compete to sell the shoe. Each one went a route, but they all knew how to hustle.
RESULT
Not only did we see some first-class, real NY hustling (iconic photography, partnerships with influencers and retailers, offers, going door-to-door), but the shoe sold out.
Not only did we see some first-class, real NY hustling (iconic photography, partnerships with influencers and retailers, offers, going door-to-door), but the shoe sold out.
QATAR WHILE_______
Qatar Tourism: Qatar National Sports Day
TBWA\Raad
|
THE BRIEF
We (Qatar Tourism) need to promote hotel packages during Qatar National Sports Day while showcasing the destination's main attractions. |
CHALLENGE
Create a campaign that inspires tourists to participate in Qatar National Sports Day while they're visiting their favourite attractions. |
INSIGHT
On a holiday or while you're sightseeing in a new country, you're gonna take pictures. What would the pictures look like if you're working out though? |
THE IDEA
We showcase the destination through the lens of a tourist who is working out. The pictures might not be perfect. They may even be upside down, but in the end — they've been to the place and they have the picture to prove it. Plus, nothing grabs your attention like a mistake.
We showcase the destination through the lens of a tourist who is working out. The pictures might not be perfect. They may even be upside down, but in the end — they've been to the place and they have the picture to prove it. Plus, nothing grabs your attention like a mistake.
|
|
RESULT
Most engaging organic social campaign we created for Qatar Tourism. Not only did people engage, but the hashtag went viral and people started creating their own videos.
As for the hotel packages... you guessed it. They sold out :)
Most engaging organic social campaign we created for Qatar Tourism. Not only did people engage, but the hashtag went viral and people started creating their own videos.
As for the hotel packages... you guessed it. They sold out :)
CAPTURE JOY
Qatar Tourism: Eid Holiday Campaign
TBWA\Raad
|
THE BRIEF
Create a campaign that draws tourists to Qatar during the Eid holiday season and highlight the destination's attractions along with the activities. |
CHALLENGE
Qatar has come under the spotlight in the last few years and has gained a negative image that doesn't resonate with a festive place to spend the holidays. |
INSIGHT
Qatar is a place where tradition meets modernity. With all the development it has gone through, it still has that simple family spirit and classical vibe. |
THE IDEA
Create a campaign that captures the traditional spirit of Qatar. In the TVC, we follow a family visiting the destination's major attractions and discovering joy all around thanks to their son's wide imagination and love for joyful memories. We extend the experience online, outdoor, on social and with an activation at the airport of Doha—greeting visitors with Joy as soon as they arrive. It's all about celebrating Eid in a nostalgic way familiar to the entire region.
Create a campaign that captures the traditional spirit of Qatar. In the TVC, we follow a family visiting the destination's major attractions and discovering joy all around thanks to their son's wide imagination and love for joyful memories. We extend the experience online, outdoor, on social and with an activation at the airport of Doha—greeting visitors with Joy as soon as they arrive. It's all about celebrating Eid in a nostalgic way familiar to the entire region.
|
|
|
RESULT
A 16% increase in mentions of Qatar on social media together with Eid and a 21% increase in visits during the holiday season. Qatar was able to successfully claim its position in the region as the family destination where you could celebrate the Eid holiday and enjoy the festive spirit.
A 16% increase in mentions of Qatar on social media together with Eid and a 21% increase in visits during the holiday season. Qatar was able to successfully claim its position in the region as the family destination where you could celebrate the Eid holiday and enjoy the festive spirit.
__ 2016 Effie MENA Shortlist
|
So here's my face.
I'm Fadi. Your friendly neighbourhood Copywriter. I live in Amsterdam with my bottle of water and hundreds of unread books. I like long walks on the beach, long walks through the city, and long walks in general. In 2012 someone told me I could earn money doing my favourite thing: writing. I thought it might be a scam but I wen't for it anyway. Now here I am—11 years later. Still writing, still a weirdo, with more tattoos. At a boutique agency in Qatar called ADabisc, I started my advertising career. About a year later, I got hired by TBWA\Raad in Dubai. I worked mainly on Qatar Tourism and gained 10 years of experience within the 2 years I was there. True story. I've worked on brands like Tommy Hilfiger, adidas, Vodafone, Chevrolet, Qatar Airways, Ericsson, UCL, Qatar Tourism and Marriott Hotels & Resorts. Over time, I developed beyond just being a writer and learned to think more holistically—campaigns and stuff. I fell in love with advertising, despite the complicated relationship I have with it sometimes. I now look for ways to hack the system and create unconventional experiences with potential for storytelling—or just something fun. Have I reached my full potential yet? Absolutely not. Do I keep trying? Absolutely. I have a lot of success stories and I plan on creating new ones. But enough about me. Click any of the icons below and drop me a message. What do you wanna make happen? |
