They are one of the most creative agencies in the regionHisham Alrayes
GFH city advertising campaign challenge
The challenge for this GFH city advertising campaign was put to our creative team – how do you create awareness for a brand which has no real products or services on which to base your campaign. Our work was to represent a serious financial group and investment organisation with out using basic visual tropes like money or investment visual clichés.
Advertising campaign strategy
The approach we took was to imagine the broad extent of the financial group regional reach – how diverse its offerings were and how deeply involved it was in national economic activity. We consider many approaches to illustrating the broad reach of the organisation but felt all fell into the visual clichés we were so desperate to avoid.
We chose to create an entire city scape built using the shape of the logo as we felt this was the best way to capture the broad extent of the brand’s reach – its ability to literally shape economies. We opted to use Bahrain’s capital city Manama as this is the location of the bank’s headquarters.
Results of the advertising campaign
The final rendering of the city features a slew of brand-inspired buildings and associated economic infrastructure, from monorail spans and trains to buildings and water features shaped like the brand’s iconic brand mark. We also rendered structural elements like the country’s iconic World Trade Centre and Bahrain Financial Harbour to contextualise the visual.
The advertising campaign has reached its target of building awareness of the brand across its key demographics and reminding them of the broad extent of the impact of the financial services it offers to its wide financial investor audience.
Art Direction, Creative Direction, Retouching, Image Making, Illustration, Copy Writing.
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