Africa and the Middle East have the highest growth worldwide of gamers but are completely absent in the games when it comes to representation. None of the video games offer a variety of skins that represents the regions.
To be able to promote the cultural as well as traditional garments from these regions in video games, telecommunications company Orange and Paris-headquartered advertising agency Publicis Conseil launched Cultural Avatars #MaxYourIdentity. The goal of this campaign is to have the gamers feel represented in their own skins from their various regions. Therefore, they can proudly wear their traditional outfits from Africa and the Middle East in games such as The Witcher and Minecraft. This marks an important symbol for these gamers who are attached to their roots.
To be able to grow the potential of young talents, Orange decided to partner with three young designers from different countries in Africa and the Middle East. Yasmine El Tazi designed the Middle East and northern African costumes, Ibrahim Fernandez worked on the sub-Saharan region, and Marie-Laure Jaomatana worked on Madagascar. They poured their vision, artistic touch as well as respecting the traditional clothing to fit into the world of video games. These outfits that they created helped contribute to the creation of the various shades of skins.
The different outfits as well as skins were revealed to the public during the final E-sport competition organized by Orange in Abidjan last month. This competition is regional and was created to bring out young gaming talents in that region. At the same time participants were able to discover the traditional outfits worn by models from these regions.
This case study film sheds light on the initiative and its importance.
CreditsClient Orange Middle East & Africa Agency Publicis Conseil Marco Venturelli, CEO/chief creative officer; Romulus Petcan, creative director/copywriter; Gabriel Gherca, creative director/art driector; Morgan Carrio, copywriter; Edgar Heusch, art director; Lois Loiolino, assistant art director; Clement Salgado, motion designer; Olivier Verdy, 3D grahpic designer. Production Skin Production Style/Design Yasmine El Tazi (Egypt), Ibrahim Fernandez (Ivory Coast), Marie-Laure Jaomatana (Madagascar), stylists/designers.
NHS England, M&C Saatchi UK, Director Tom Tagholm Team On PSA Highlighting The Overlooked Signs Of A Stroke
National Health Service (NHS) England has unveiled a multichannel campaign, “Act FAST,” to raise awareness of the individual signs of a stroke and get people to call 999 as soon as they suspect they may be experiencing any one symptom. The push, which is part of the ongoing “Help Us, Help You” campaign, was developed in partnership with M&C Saatchi UK.
The campaign depicts everyday situations where everything might seem relatively normal, but where there’s the sign of someone experiencing a stroke.
A key component of the campaign is this :30--directed by Tom Tagholm of Various Films--which sets up the idea that initially, a stroke might not seem like much, highlighting key symptoms: from struggling to use a paint roller, to not being able to smile when watching TV, to slurring your speech when reading a story to your grandchild. The PSA emphasizes that time is critical, ending with the line: “Face or arm or speech, at the first sign, it’s time to call 999.”
Jo Bacon, Group CEO, M&C Saatchi UK, said, “We want to ensure people take action on the first symptom, rather than waiting for more conclusive signs. To help them understand that even when everything seems normal, something serious might be happening.”
Matt Lee, executive creative director, M&C Saatchi UK, commented: “This is important work. We wanted to explore that precise moment when your world shifts, quietly yet powerfully, off its axis during a stroke. We highlight how a tiny external moment can actually be seismic—an extraordinary gear change, framed in a really ordinary way.”
Director Tagholm shared, “My Dad suffered a stroke a few years ago and was saved from the worst by acting quickly, and by the work of the NHS. So there’s... Read More