On Friday 16th January the new campaign for The Qatar Financial Centre breaks with the new theme and endline ‘Business Energy’.
This is the third campaign developed by VCCP for the QFC Authority in Doha since it was established in 2005. The creative was inspired by the dynamism of the Doha and the wealth of opportunities available in so many sectors as Qatar’s plans to diversify its economy continue.
Steve Martin, Director of Marketing and Corporate Communications, explained ‘Our global research shows that the QFC has now achieved a significant profile in the major financial markets of the world, which has been supported our first two very effective advertising campaigns. Business Energy is the logical next step and really underlines the pace of development that firms seeking new opportunities can now find in Qatar’s financial sector ’.
The global campaign includes TV, Press and Digital executions. The TV ad takes the viewer on an eclectic journey through Doha, its imposing skyline, the business and commercial districts, its exceptional educational faculties as well as some of the cultural highlights in sport, music, art, and recreation all of which serve as the backdrop for the energy created by those within its surroundings. The ad is punctuated by an original music score that tells of a modern and progressive society, one of opportunity and openness.
Jonathan Adler, Managing Director of VCCP International, said ‘The TV ad is a stunning visual metaphor, directly bringing to life the infectious energy of Qatar in both a business and cultural context’.
Key Agency Credits
Creative Director - Rooney Carruthers
Creative Team - Keiran Knight and Veryan Prigg
Planner - Dominic Hall
Account Directors - Alex Canthal and Thomas Taylor-Benson
TV
Director - Anthony Atanasio and Valerie Martinez
Producer - Dickie Jeffares
Production Company - HSI London
Print
Photographer - Kai-Uwe Gundlach
Media Planning & Buying - Pure Media
Managing Director - Hugh Walker
