PRE-LAUNCH
“Defy Tradition” Campaign
Defy Tradition will be a campaign that will help us promote the department by encouraging people to do what they love. The name of the campaign being “Defy Tradition” will signify going against the usual culture in the middle east of choosing a field like business or engineering because the parents chose the paths for their children. Instead, it will promote choosing something that they might be passionate about and something that they will love doing for the rest of their lives. It will encourage them to go against the norms and be happy in life rather than doing something they hate for the rest of their lives. This will be the pre-launch campaign to build awareness around the brand of our department. To show what the whole brand is about. The mediums that we will use for this campaign is Instagram, Facebook, Billboards, TVC, and YouTube.
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Billboards
Radio Ads
The figures above show billboard ideas for the defy traditions campaign that shows a doctor playing an instrument in the first one and a businessman dancing in the second one. Both expressing their true passions.
Instagram and Facebook posts
The figures above are Instagram/Facebook post and story ideas for the “Defy tradition” campaign which shows a businesswoman dancing in the office, showing her true talents.
TVC
The TV/C ad idea is mainly to show the middle eastern community that whatever your parents wanted you to be for example; a doctor/nurse, engineer, or a businessman you can still defy those traditions by showing them the artistic values that you always wanted to do such as dancing, singing, and performing. And for this TV/C ad, we brought different scenes of different people that are already doctors, engineers, and businessmen. At the same time, they can express themselves by singing and dancing whereas with the new Musical and Dramatic Arts department, they can learn more about their true passions and possibly make it a career. Some of the channels that will be advertising on are Dubai TV, SAMA TV, Abu Dhabi TV.
Defy Traditions TVC Ad
Voiceover: Kamal Barakat