CLIENT: SKY NEWS ARABIA
AGENCY: MOMENTUM MENA
CAMPAIGN: LAUNCHING SKY NEWS ARABIA
MY ROLE: ART DIRECTOR
Effie Awards 2013 : Silver - Media - Sky News Arabia - Now & From Everywhere
Sky News Arabia, the 1st 24-hour Arabic news channel, aiming to engage the youth had launched in the Middle East. We needed to introduce the channel communicating its equity of fair, balanced, independent, and breaking news with more facts and less opinions. And do so, while creating a fresh positioning for the brand vs. established competition such as Al Jazeera and Al Arabiya. Ultimately, leading to increased viewership.
The idea we came up with needed a lot of art direction work so where my exact role was.
IDEA
Sky News wanted to show they are always at the scene, as it happens. They are part of the scene. They are the scene. The channel brings facts unedited straight from the source, faster than others, and from more places than others. Hence, NOW & FROM EVERYWHERE was born. Being true and real, we took real stories shot by Sky News Arabia as our communication and integrated the unique and distinctive ‘Yellow Stripe’ for breaking news as part of those stories to demonstrate that Sky News is now and from everywhere. The Yellow Stripe traveled across several print executions, outdoor, TV, as TV spots, online, social media and on mobile.
