Minneapolis-based agency Fallon’s first campaign for Abu Dhabi Commercial Bank is being rolled out across the UAE.
The much-anticipated work – in both Arabic and English – comprises print, online, out-of-home, in-branch, and brand engagement and will run throughout 2009.
Utilising the tagline ‘Long Live Ambition’, the corporate campaign aims to align the bank with the ambition of the UAE.
The campaign’s launch print ad features a red flag planted in the UAE desert, with an accompanying manifesto celebrating the power of human ambition. The flag and its design are recurring graphic elements throughout the campaign.
“Conventional wisdom suggests a brand in a recessionary economy should keep its head down,” said the bank’s head of marketing services, senior vice-president, Martin Scott. “However, conventional wisdom often leads to missed opportunities, as it has been proven that companies who maintain advertising budgets during a recession significantly outperform their competition in the following years. But there is opportunity beyond the numbers, as in a pessimistic environment, an optimistic voice asserts leadership and earns respect at a time when people are looking for a voice of hope and inspiration that resonates positively with their values.”
Abu Dhabi Commercial Bank is Fallon’s first Middle East client.