Year
2024
Client
RED BULL JORDAN
Category
Creative Pitch
Product Duration
18 Days
ON THE OTHER SIDE IS THE MOTIVATED, DISCIPLINED VERSION STRIVING TO LIVE A HEALTHY, ACTIVE LIFE. vs ON ONE SIDE IS THE INDULGENT, LAID-BACK VERSION THAT CELEBRATES LIFE THROUGH FOOD, NAPS, AND SOCIAL GATHERINGS.
A UNIQUE WAY TO ENERGIZE YOUR FITNESS JOURNEY. INSIDE THE PACKAGE, YOU'LL FIND AN OVERSIZED DUMBBELL TIME CAPSULE. OPEN IT TO DISCOVER TWO SUGAR-FREE RED BULL CANS TO FUEL YOUR MOTIVATION. WRITE DOWN YOUR FITNESS GOALS, SEAL THEM INSIDE THE DUMBBELL, AND BURY IT AS A PROMISE TO YOURSELF. A YEAR LATER, DIG IT UP TO SEE HOW FAR YOU'VE COME AND CELEBRATE YOUR PROGRESS WITH RED BULL.
THIS HEADLINE PLAYFULLY DISRUPTS THE TYPICAL POST-MANSAF ROUTINE IN JORDANIAN CULTURE. MANSAF, THE NATIONAL DISH, IS NOTORIOUSLY HEAVY AND OFTEN LEADS TO ONE PREDICTABLE OUTCOME: A NAP. BY POSING THE QUESTION "SLamiall zey La) Luo gu™ THE AD ACKNOWLEDGES THIS CULTURAL NORM WHILE SIMULTANEOUSLY CHALLENGING IT. IT INJECTS A DOSE OF HUMOR AND ENCOURAGES JORDANIANS TO RECONSIDER THEIR POST-MEAL LETHARGY.
THE DYNAMIC NATURE OF THE HEADLINE ALLOWS FOR CONTEXTUAL TARGETING, SWAPPING "MANSAF" WITH OTHER POPULAR JORDANIAN DISHES LIKE MAKLOUBEH, BURGERS, OR SHAWARMA, FURTHER AMPLIFYING RELEVANCE AND RESONANCE WITH SPECIFIC AUDIENCES BASED ON THEIR DIETARY PREFERENCES.
