NAT GEO
MOMENTS
2018
Objective
Promote the Moments Photographer of the Year as one of the most exciting platforms celebrating the Arab world’s artistic talent and drive entries for the competition.
Insight
All photography competitions in the region are about themes and incentives.
These competitions are missing an organic connection with the Arab youth.
We realized that our target audience responds to inspiration rather than guidelines, engages with messages rather than themes, and appreciates localization.
Idea
Instead of a restrictive theme, we came up with an inspiring theme – Our Arab Stories and added a credible face to the competition, renowned National Geographic Photographer – Tasneem Al Sultan, which helped build an organic connection to the competition with our young creative audience.
