SEEING MONSTERS by Memac Ogilvy & Mather Dubai for THEJAMJAR

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SEEING MONSTERS

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Director Hetal Pawani
Executive Creative Director Till Hohmann
Creative Director Dalbir Singh, Guy Sinclair
Art Director Leo Rosa Borges
Copywriter Amina Abdel-Halim
Designer Lina Al Amoudi
Released December 2009

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: THEJAMJAR
Product/Service: CONTEMPORARY ARTS STUDIO
Agency: MEMAC OGILVY & MATHER
Date of First Appearance: Dec 10 2009 12:00AM
Entrant Company: MEMAC OGILVY & MATHER, Dubai, UNITED ARAB EMIRATES
Executive Creative Director: Till Hohmann
Creative Director: Guy Sinclair
Creative Director: Dalbir Singh
Art Director: Leo Rosa Borges
Copywriter: Amina Abdel-Halim
Designer: Lina Al Amoudi
Director: Hetal Pawani (Thejamjar)
Media placement: Ambient Posters — 12 Spots - Art Galleries, Design Centers, Cafes And Various Other Outdoor Locations - 10/12/2009

Results and Effectiveness
After seeing the posters, people from all walks of life were both curious and excited to learn more about thejamjar. The Jam Jar witnessed an increase in emails, phone calls and attendees after our posters aired. People shared their own personal thoughts about their creative hesitations and fears with us.

Creative Execution
We took canvases from thejamjar, created scary monsters in them, and hung them up as posters. To keep them blank, a series of fine cuts were used, so that, when laid flat, they still appeared untouched. We also devised an interesting method to hang the posters up so that they appeared in 3D. To stand out and get noticed, we placed these pop-up ambient posters in various locations around the city-art and design centres, cafes and galleries that were friendly and welcoming to us. They were also placed at thejamjar as a source of inspiration.

Insights, Strategy & the Idea
Thejamjar is a do-it-yourself painting studio with a mission to bring art to the community. Our goal was to introduce people from all walks of life to thejamjar. And we needed to make this happen with little money and relatively zero resources. We knew that there was a growing art scene in the UAE and a growing demand for people to gather and express their creativity. But many people experience an initial hesitation or discomfort when faced with a blank page. So, the people of Dubai were our target—anyone with the desire to express his or her creativity by painting. We wanted to challenge, dare and inspire these people to laugh in the face of their creative fears. And we wanted to present thejamjar to them as an outlet to eliminate those trepidations.