Our task was to develop a global campaign for Al Jazeera English so it ran across the world in markets where there weren’t any major regulations or restrictions that hindered it being shared. However, we changed the parameters of traditional news network advertising by creating fresh branded online films to convey our message.

The campaign ran on TV and online, both on Al Jazeera’s global website and on their YouTube channel. We developed a series of click-through banners ran on a wide range of non-news sites that took people directly to the film. When it was voted as an editor’s pick on Vimeo it spread organically across movie and entertainment channels and was shared widely on social media.

The campaign reached more than 270 million people and it did more than just position a brand, it injected humanity back into the news and gave a voice to those that other networks often choose to ignore.