looks at some of the notable print creatives from the United Arab Emirates.
No glamour is attached to the presentation of the creatives on our blog -
it is straight from the newspapers captured from a reader's viewpoint.

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Saturday, September 16, 2006

Masafi Campaign

KT, 21 Sep 06

KT, 14 Sep 06

KT, 7 Sep 06


Prometheus said...

Could someone put Prometheus out of his misery at not being able to fathom the message in this ad? For crying out loud, what in the name of Beelzebub is Masafi trying to say?

UAECreatives said...

:) yup..I couldnt fathom the "Fi" bit either. "Fi" in arabic - afaik - means "in". So 'Fi Masafi' means 'In Masafi', I assume.

I liked the idea of tying the brand name into the headline though - short and powerful? Aids recall. I have seen umpteen TV commercials and ads..though brilliant, at the end of it all, I can't recall which brand it was for.

Currently, in the UAE, I think HSBC is doing a good job in maintaining a brand identity in the print medium. The thick red borders around and in their ads always reminds me that its HSBC.

Prometheus said...

Fi is also used as 'got/have'. As in 'Got Masafi?'. Still, water container's crying 'got masafi' is still Esperanto to Prometheus. Are they saying 'you think you got problems? you never had masafi. now THAT's a problem'.

UAECreatives said... could mean either the cans, containters and coffee makers are thirsty and crying for Masafi ;-) ...or...they are crying because you have given them up for Masafi - a healthier alternative. launched! launched! launched!

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