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Seen and noted
Sixieme Son: Sound Affects Saatchi & Saatchi Middle East has teamed up with Sixieme Son, a sonic branding and sound design company, and Mindloop Studios, to launch a powerful campaign titled "Sound Affects." Introducing the world's first sound effects library, the campaign channels 100% of royalty proceeds to aid in psychological treatment and traumatic support for individuals or refugees coping with post-traumatic stress disorder (PTSD) as a result of acts of violence, war or other traumatic incidents. By turning royalty rights into human rights, 'Sound Affects' sheds light on the lingering reality of PTSD. Research shows that 4 out of 5 PTSD episodes are triggered by sounds, with everyday noises taking victims back to their traumatic experiences and reopening their wounds. While several NGOs provide aid, sustaining funds is a recurring challenge, making it even harder for victims to get access to help. To support NGOs dedicated to assisting trauma survivors, Sixieme Son and Saatchi & Saatchi used foley techniques to create a collection of sound effects made from everyday items, that mimic PTSD triggers. With an array of sounds ranging from gunshots to explosions, sirens and helicopter whirs, the collection is ideal for frequent users of sound effects clips in entertainment, advertising and audio-visual productions. Behind each sound, there lies a real story of trauma like Ferhanaâs, a refugee from Kabul, who finds that the hum of her aunt's sewing machine triggers memories of tanks tearing through her neighbourhood. By purchasing that track, buyers can directly support her (and others') recovery journey(s). The Sound Affects collection is available at soundafx.me, with 100% of proceeds being directed to trauma reparation, establishing a sustainable and long-lasting donation mechanic for NGOs dedicated to helping victims around the world suffering from PTSD. By choosing Sound Affects, buyers not only enhance their creative projects but also contribute to the healing journeys of those affected by PTSD.VIEW THE CONCEPT VIEW THE CONCEPT WITH PATRICK BAZ PETA 'SKIN'New print / outdoor / ambient If you really want it, it's worth waiting for. Link ------------------------------------ Click here to view this ad New print / outdoor / ambientNew print / outdoor / ambient Microvault Tiny is a 2-Gig USB drive. Link ------------------------------------ Click here to view this ad GUEST JUDGE / bestad of the week Dominic Stallard & Clinton Manson, Joint Creative Directors, Lowe Mena, Dubai, will be this week's guest judges. Dominic & Clinton will be choosing the "bestad of the week" from last week's featured TV & print /outdoor. BEST AD OF THE WEEK - TV:  TV Deciding TV wasn't as simple as we first thought it would be. Choosing the winner came down to following heart, not head. So although we wanted to choose HP sauce for its strategic insight, Altoids gets our vote. When the punchline was delivered, it was unexpected, subtle and funny in a "We've got to email this to all our friends" sort of way. Click here to view this spot BEST AD OF THE WEEK - PRINT/ OUTDOOR  Print/Outdoor We really liked the Ariel outdoor, but we liked the Surfrider foundation press ad more. The message is clear, the art direction is beautiful and for once, the lack of using injured or dead animals to promote a cleaner environment is refreshing. Click here to view this ad New print / outdoor / ambient To introduce Ariel washing detergent with a touch of softener into Morocco, Saatchi & Saatchi Dubai created 10 soft billboards with the headline "Super soft" (English translation). Link ------------------------------------ Click here to view this ad New Print / outdoor / ambient The challenge was to attract all the possible attention to a seemingly straightforward offer from the cellular operator - 200 minutes of free air time. We chose to show the consumer benefit in a surprising and entertaining way. The creative concept stands out in its lively artistic features, joyfulness and striking simplicity Link ------------------------------------ Click here to view this ad Guest Comments for featured Snickers spot "Stop and Go" Some bakground from Jennie Morris, Group CD, Impact BBDO, United Arab Emirates. The ad is the ultimate battle between stop and go. It is the new regional spot for Snickers in the Middle east where the positioning is Dont Stop We made the spot in Amsterdam through a great post company called Valkeiser Capitol Images. Our director was Joeri Holsheimer and Porducer Soren Schmidt. They were a great team and spending a few weeks in Amsterdam wasnt half bad either! It was very important to me that the red and green men seem totally real. So the ad was created with the use of motion capture. Joeri had five chinese martial artists who performed over 500 moves. The live action was all shot in Jeddha Saudi Arabia. I was not permitted to attend the shoot by the Saudi government who refused to give me a visa (Wrong sex and religion). It was shot on 35mm hand held and the Amsterdam guys faced many hurdles while shooting including a camera assistant who had never used 35 mm and Joeri getting arrested by Saudi police for taking a stills picture of his own shoot! The music is a local hip hop act from Kuwait. Go to the MAIN PAGE or Click here to view this spot New Print Work
LATEST PRINT / OUTDOOR / AMBIENT
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February 16, 2007 04:33 (Edited: February 17, 2023 05:19)
New Print Work
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February 06, 2007 06:24 (Edited: February 17, 2023 05:19)
 With Bafco office furniture, all other furniture feels useless. Link ------------------------------------ Click here to view this ad New Print Work
LATEST PRINT / OUTDOOR / AMBIENT
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February 06, 2007 06:19 (Edited: February 17, 2023 05:19)
New Print Work
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February 06, 2007 06:12 (Edited: February 17, 2023 05:19)
PRINT FEST This ad appeared in the regional real estate magazines. Link ------------------------------------ Click here to view this ad From Tonic Communications - United Arab Emirates Description ------------------------------------ For those not familiar with this Islamic pillar, Ramadan is a month of fasting practiced by all observant Muslims. Eating, drinking, smoking are not allowed between dawn (fajr), and sunset (maghrib). Creative Commentary ------------------------------------ At a sea-side terrace, a young man holds a chicken drumstick in front of his wide-opened mouth. He waits, and waits, staring in space. Cut to reveal he is staring at the sun setting. Cut to Ramadan Kareem (Happy Ramadan) Cut to Nando's title Click here to view this spot PRINT FEST A woman slides down a swimming pool slide but, instead of plunging into the water, she skims along its surface. Headline: Unexpectedly Smooth Legs. Link ------------------------------------ Click here to view this ad PRINT FEST Not recycling this newspaper is the same as cutting down another tree. Link ------------------------------------ Click here to view this ad and from PUBLICIS YORUM, Turkey ...
MIDDLE EAST
January 24, 2007 07:58 (Edited: February 17, 2023 05:19)
 We don't see much TV work from this part of the world, so here's one from Publicis Yorum. Click here to view this spot New Sony work from FP7 McCann Dubai. Nice simple idea. Description ------------------------------------ Webfilm to communicate the long battery life of the new range of HDD Handycam. Click here to view this spot IT'S SONY IN DUBAINEW GMC SPOT FROM LEO BURNETT, DUBAIUnderwater filming to create a surreal look
MIDDLE EAST
October 11, 2005 22:24 (Edited: February 17, 2023 05:19)
 Impressive underwater SFX created by Golden Square for Intergum, the biggest chewing gum manufacturer in the Middle East. With Intergum launching a new brand of chewing gum, director Trevor Roberston wanted to represent the freshness of the new gum through an ethereal world centred on Turkeys Miss World, Azre Azil. The aim was to show Azre moving like a mermaid in water, whilst she actually appeared to be on dry land. To create a dreamlike world, where Azre could move with the fluidity and grace of a mermaid, Trevor enlisted Mike Valentine, one of the worlds leading underwater cameramen to film Azre in Pinewood Studios D Screen underwater tank. Shooting at high speed, Azre was captured performing underwater, with her hair and flowing clothes swirling around her. She was then composited on to a magical grotto background, moving like an illuminated mermaid. Title: . Chain Reaction Product:................... Neogum Production company: .. Quiet Storm Director: Trevor Robertson Producer: Kate Pirouet DOP: . Mike Valentine Agency: ... Y&R, Istanbul |
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