45 Moments of Change
They say the simplest ideas are often the best and this could not have been more true when it came to the Arab News 45th Anniversary campaign.
Our concept told the story of 45 defining moments of change in the Arab World from 1975, the newspaper's inaugural year, to the present day showcasing the brand’s provenance, evolution and relevance.
When creating the initial concept, I noticed that there were no concise lists of defining moments in the region anywhere online and with 45-years of storytelling behind them, what better way to shine a light on Arab News than using its coverage to help compile a definitive list and resource.
Since launching the campaign in April 2020, it has won a design award in the 22nd European Newspaper Awards in the cross media project category (videos, cover wrap, special edition, pages, and website).
The brief included developing the anniversary logo to be used across the paper’s digital, print and social channels during 2020. A series of 45 short films depicting each moment, which would accompany editorial about each moment in the digital editions and on social media.
A truly integrated multichannel campaign, the creative assets and 45 short films were produced over 3-weeks at the outset of the global Covid-19 lockdown, working in partnership with the senior editorial and creative team at the paper.
Executive producer/producer/campaign strategist:
Co-Creative Director/Cinematographer/Editor: Matt Sellers
Co-Creative Directors: Rik Sellers
Global Creative Director Arab News: Simon Khalil
