Private View by TBWA\RAAD’s Frederico Roberto

Private View by TBWA\RAAD’s Frederico Roberto

Frederico Roberto, Executive Creative Director, TBWA\RAAD

Campaign Middle East features a Private View section with a range of insights and viewpoints from industry experts, revealing the intricate world of marketing and advertising campaigns. 

McDonald’s, After-Dinner Dinner, Agency: FP7 McCann Dubai, Chief Creative Officer: Federico Fanti

It doesn’t really matter the sales ROI of this one (because frankly, there isn’t one), but the Return-on-Sentiment is surely a successful one. We’ve all done it – going for some late-night munchies at some fast-food place to fill that hole – which makes this a most human insight, so kudos to McDonald’s for doing something about it.

Anchor, Good Milk,Agency:Brand New Galaxy

Sleek art direction and I think I’ll now remember that Anchor has good milk. Which I guess is job well-done. But part of me thinks that the section in the middle (we could say it, but we’ll not, but we will…”) could have been used to say something more relevant.

SPHF, ClimateChangeTown.pk, Agency: Impact BBDO

Some ideas – or executions in this case – are just there for the taking. How about changing a town’s name to a URL? If possible, why not go for it? I’m not undermining the logistical nightmare that must have been involved in navigating all the legalities, but simple ideas like this should